On The Road Again: San Diego

John speaks from the coast in Solana Beach, awaiting the arrival of the Artemis II.

 

In the current business landscape, establishing the value of your product or service is more crucial than ever. If you can’t clearly communicate how your offering can boost revenue or reduce costs, it becomes challenging for potential customers to see why they should choose you over your competitors. According to a study by Forrester Research, the primary obstacle to achieving your sales targets is the inability to effectively convey a value proposition.

Here are some of the top inhibitors to meeting sales quotas:

  1. Insufficient leads: 13.3%
  2. Poor sales skills: 16%
  3. Too many products to know: 21.4%
  4. Information gap: 24.3%
  5. Inability to communicate a value message: 26%

“Value proposition” is a term that gained popularity in the 90s, and regardless of whether it’s considered a buzzword or not, establishing your product or service’s value without overwhelming potential customers with a barrage of features and benefits remains essential. So, how can you achieve this?

  1. Understand Your Customers: Begin by studying your customers thoroughly. Dive into their market, understand what they sell, assess the competitive landscape, consider the size of their organization, and identify the key decision-makers involved in their processes. Conduct informational interviews within your network, seeking insights from industry insiders who have experience with your ideal customer. Lastly, engage directly with your customers and prospects. Learn about their goals, how they measure success, and understand their pain points. Armed with this research, you’ll be well-equipped to position yourself effectively to resonate with your target audience.
  2. Demonstrate Value: Utilize the knowledge you’ve gained about your customers to craft a message that highlights the value of your product from their perspective. Explain how your product can alleviate their pain points and help them achieve their daily, weekly, monthly, and quarterly objectives. Some examples include:
    • “Imagine a day without the stress of x, y, and z. With the time you save, you’ll be able to accomplish twice as much of what you need to do.”
    • “Whether it’s daily, weekly, or yearly, we understand that goals are always top of mind. Let (product X) help reduce the time it takes to meet those goals by taking advantage of x and y capabilities.”
  3. Position and Differentiate: Identify what sets you apart from your competitors. Is it your exceptional customer service, an extensive range of capabilities, or competitive pricing? Whatever it may be, ensure that this differentiation is consistently emphasized across all your sales and marketing channels. Align your messaging on your website with your social media channels, marketing materials, and the language used by your sales representatives. This might sound straightforward, but regrettably, many organizations overlook this crucial step.

By understanding your customer, effectively demonstrating value, and clearly positioning your unique offerings, you can streamline the sales process and avoid falling into the 26% of businesses that struggle to communicate their product’s value consistently and persuasively.

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Gimme The Honky Tonk Blues: Let’s Meet in Memphis

We’re kicking off a new customer Workshop just outside Memphis from February 22–27.

This is my first time in a city that has shaped modern music. It’s where The Blues became the backbone of Rock and Roll. The fundamentals were built here.

Home of Elvis Presley. I’ll stop by Graceland to pay respects.

The Memphis Blues crossed the Atlantic and helped shape The Rolling Stones (my favorite). Roots → refinement → global impact.

We take the fundamentals of Sales Process and Coaching, the structure, skills and execution turn it into something scalable, repeatable, and powerful.

Memphis proves it: The basics matter. Execution makes it legendary.

If you’re nearby that week, let’s connect. Time to make a little rock and roll of our own.

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JP Morgan Healthcare Conference SFO Jan 12 – 15

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Each year at the JPMorgan Healthcare Conference, I build additional perspective on the Life Sciences and Biotech industries that we have participated in for 21 years. The range of people I meet, the types of companies they serve or represent, and the breadth of nationalities present make this the most diverse gathering we attend.

In just three days, I cross paths with people from 7 different countries, and leaders and representatives from more than 40 companies engage in dialogue, both formal and informal. These conversations share perspectives that spark curiosity and keep the fire lit.

On my way out of the final reception, I find myself in conversation with a woman from Moscow—a PhD/MD and Managing Director of a global investment fund. She asks me, “What is the key for you to get the most from these events?”

I answer without hesitation: listen.

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On The Road Again: New Hampshire

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Returning to Brown University: Evolving the Conversation on Sales

It was a pleasure to return to Brown University recently  to guest lecture once again for the class Sales and Selling Leadership in the Entrepreneurial Environment, taught by Professor Howard Anderson. Last year, we focused on how Sales Process drives the tactical execution of a company’s commercial strategy. This year, the discussion evolved. We dug deeper into how entrepreneurs can scale their ideas through process, discipline, and customer engagement.

It was especially meaningful to have my daughter, Hannah, in the class, now a Senior studying Economics and playing on Brown’s volleyball team. Along with her was teammate and friend, Jessie Golden. Having them in the audience brought a special sense of pride and perspective.

Sales Process as a Foundation for Growth

Professor Anderson cites that startups only have two problems: sales and all else. That premise set the stage for an engaging conversation about how entrepreneurs can build a repeatable sales process that drives predictable results. We explored the idea that process creates objectivity and clarity. It allows founders to focus their creativity where it matters most: solving customer problems.

I asked the students to reflect on three simple but powerful questions when taking a product or service to market:

  1. Who are the Key Players (KP) you would focus on in B2B Sales?
  2. What business objectives are the KP measured by?
  3. What capabilities (services, ideas, etc.) do you bring that help them achieve the objectives?

These are the same principles we apply every day at Flannery Sales Systems (FSS) with clients ranging from high-growth startups to established enterprises. The fundamentals don’t change; only the context does.

Closing Reflections

Speaking at Brown again was deeply rewarding, as it pushed me into a different framework in preparation and delivery. The students’ interaction, questions, and ideas reinforced how critical it is for young leaders to understand that selling, done well, is about creating value and earning trust.

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On The Road Again: Ithaca, New York

Sales Process Effectiveness Survey

Click on THIS LINK TO BEGIN.

This quick survey is designed to help you take an objective look at how effectively your Commercial Team uses your Sales Process (SP).

Rate each of the seven statements below on a scale of 1 to 10, where 10 represents consistently applied and highly effective.

Once you’ve completed the assessment, we will:

a) Consolidate everyone’s results anonymously into a group ranking

b) Share practical ideas to improve performance based on your input

c) Provide sample tools you can use to strengthen outcomes immediately

Ready? Let’s begin.

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On The Road Again: Portland, Maine

John traveled to Portland, Maine where he may have eaten too many lobster rolls but that won’t stop him from helping you in improving your selling skills.

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On The Road Again: Costa Rica

Every professional role requires initial and ongoing training. Doctors and lawyers have to renew their licenses annually. I am certainly glad the pilots we had were trained. How prepared are your sellers for buying gauntlets? Click on the video to hear more.

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Travel Builds Character: The Spence Connection

Travel has always been a core part of my life. The excitement, mystery, hassle, fun, and occasional confusion it brings fuels my creativity, propels me toward the next destination, and makes returning to my home in San Diego even more special.

As one of my favorite storyteller, writer, and chef Anthony Bourdain once said:

“Travel is about the gorgeous feeling of teetering in the unknown.”

My friend John Spence knows this feeling well. With more than 30 years in the travel industry, John and his wife, Emma, have crafted experiences for travelers across the globe. Over the past decade, they built their own successful agency, sold it to a larger firm, spent several years within that organization, and then took a well-earned sabbatical. They went traveling, of course.

Now, they’re back and have launched The Spence Connection (TSC). Their approach is simple but powerful: assemble the very best talent, resources, and experiences from across the industry to create a cohesive, custom travel plan for each client. Because they’re not bound to a single company’s offerings, they have the flexibility to hand-pick the right experts and services for your exact itinerary.

To get a feel for the kind of travelers they serve, I recommend reading John’s recent article:
The Power of Planning Your Five-Year Travel Plan

If these services spark your interest, let me know. I’m working with John to create travel memories for my family and for the customers we serve in our core business.

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