Learn what being a member does for you
The Seller Styles
Learn the styles and take your free assessment
See a summary of all our programs and certifications
Certified Professional Sales Person(CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader(CPSL®)
Grow your impact as a certified sales leader
Certified Master Sales Professional (CMSP®)
Join the elite group of sales professionals and leaders
Advanced Sales Influence (ASI)
Take your influence and leadership to the next level.
Sales Success Principles
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
Write For Us
Share your sales expertise and insights with our community
About Our CEO
Standards of Conduct
Common Questions and Answers
In a recent conference organized by the CFA Institute in Santiago, Aswath Damodaran (New York University Professor and probably one of the most prestigious figures in corporate finance and asset valuation), established that many of today’s valuations are being jeopardized by hyperbolic, magnificent and marketing related concepts. In fact, words such as “synergy”, “strategic”, “sustainability” and “China” sometimes work as “smoke screens” when evaluating assets to provide strength for that beloved concept called “goodwill”.
Damodaran has called these expressions “Mass Distraction Weapons” of the Corporate World and a relevant threat in any valuation process.
Unfortunately, corporate finance is not the only industry who has suffered from this threat. Today, most of the companies use this “weapons” as part of their sales and marketing strategy, looking for a special bond with its clients as well as strategy to reach those others whose mission and vision theoretically “match” with the company’s value proposition.
Mining, energy and infrastructure suppliers, as well as many B2B companies, are getting contagious from this sickness, undermining the company’s real goal (which is of course creating value for all the stakeholders) by creating false expectations, being unable to perform its own value proposition and being differentiated only by price when the negotiation arrives.
As we already know, those pretentious messages that say a lot (but actually say nothing), are constructed after the complex process of “Positioning Declaration”, which is basically that elaboration process that puts the mission and vision on the ground. Unfortunately, this process gets full of abstractions and ornamentations, making the company’s value proposition unlikely distinguishable a probably characterized by the client as “another commodity Company” (without of course, being one).
Company are struggling to impose rather to understand the client. And understanding the client is everything! Just like Claudio Saavedra says on his novel book “El Desafío del Marketing para empresas industriales”, the “industrial client is a colleague… Treating with a colleague means experience on site, scientific preparation, respect, iteration and a certain degree of modesty”.
Client orientation through the product must be the cause of every sales executive inside B2B industry. Without product, there’s no client, and without client there’s no chance to improve the product because there’s an opportunity of adjustment and improvement once the product is deployed. The final user is an endless source of information once the product meets the original expectations: from that point there’s only improvement and new opportunities in a virtuous cycle.
As an overview: not because B2B sales cycles are longer and more complex doesn’t mean we need to decorate our value proposition. The simplicity of the message will make our client easily understands how we can create value inside its organization.
About the author