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B2B Selling – Selling price over value

B2B Selling - Selling price over value - buildthepipe

B2B, business to business definition: Business-to-business sales (B2B) are just that, sales from one business entity to another.

Financial crisis, competition and the growth of online marketing have been a great challenge to business-to-business markets. The resulting competition from other cheap markets has created a lot of pressure on the business margins leading to price reduction. Reducing product prices has consequently made the businesses less profitable.

The prevalence of second competition in b2b markets means that you have to create value to retain customers and attract more others. As a result, you must be quite knowledgeable before making a decision in this market. More buyers concentrate on the value while a few focus on the prices.

Look at some points that will help you sell your products basing on the value rather than the price.B2B Selling - Selling price over value - buildthepipe

1)    Decide who you don’t want to do business with

As a b2b entrepreneur marketer, differentiate your customers according to their needs. Creating segments helps improve customer choice. Besides, as a b2b supplier, you get to make a personal choice on who you don’t want to involve yourself with in business.

2)    Improve your margins by selling outcomes

You can improve your profit margins by selling results rather than the products. Since your b2b customers will also be looking for issues, ask yourself what you are selling and build your sales approach on that result. You can as well use product features to improve the results that you are selling.

3)    Be aware of customer requirements

Do a research on customer needs and find out what your clients will buy. Customer needs can change over time. Conduct the research more frequently. An independent market research can go a long way into building your understanding of customer needs.

4)    Remember most b2b customers don’t concentrate on the prices

Most b2b customers don’t prioritize on prizes. Instead, focus more on the value of the products that you are selling.  Basing your sales on the values of the products can help you improve your profits margins. Be a pure sales person and keep in mind that it’s never about prices.

5)    Talk about the Return on Investment of your value  proposition

When you are trying to sell something basing on their value and not the price, explain to your customer the returns on investment. For example, if you are selling a more expensive juice blender than a competing brand, how much can the customer save over a period? Make all your b2b sales and purchases with ROI at the back of your mind.

Eventually, you will realize that selling products basing on value provide your customers with an understanding of how to make investments that are worth their money. Use the needs of your clients to perfect on your b2b sales skills.

Buy our course here to learn how to sell Value instead of Price.

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The Digital Strategy Blueprint

Digital Strategy has become a key part of the strategy of any company who wishes to become a market leader but, how can this be defined? Digital Strategy is the result of a planning exercise via which, new business strategies supported by digital capabilities and a specific action plan to implement them, are defined.

In other words, creating a Digital Strategy is not just about digitizing the company’s processes. It is not about implementing SAP, creating a new web page or a mobile application in the App Store. It is about reinventing the business model taking advantage of new or existing digital capabilities.

The Digital Strategy Blueprint is a holistic methodology for developing a Digital Strategy, based on our extensive experience in Strategic Planning.


First, we capture the Business Strategy and determine the key business objectives to be covered by the Digital Strategy. These can be new or already pertaining to the Business Strategy associated to the Digital Strategy.

Next, the company’s Current Digital State is analysed upon several axes. After that, the Future Digital State is defined, that is to say, the lines of action that must be executed to reach the key business objectives of the Digital Strategy identified previously.

Once the current and desired future states are known, the Digital Transformation Programme, which includes all the actions necessary to execute the Digital Strategy, is defined.

The costs and benefits associated to the implementation, is another important part of the Digital Strategy (Financial model).

Lastly, Programme Management techniques are used to manage the success of the Digital Strategy.

Check out our courses for more info.

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“Lean” Business Strategy for startups

Being an entrepreneur means you should always have a detailed action plan for the business. Every business idea is different so is every entrepreneur. As a result, every business strategy is entirely different. Before deciding which business strategy is convenient for your startup, you have to be well conversant with how your plan is going to work out.

Learn the essential elements that make up any enterprise. These business features will make it easier for you to visualize how your startup is going to be and how it will operate. If you are aiming at maximizing your return on investments, here are a few strategies for you to consider:

1)     Have a practical and documented vision for your business

Having a clearly defined vision for your firm is quite remarkable. A view acts as the force of action behind your business idea. Define who your customers are, the type of business you are in, the products or services you sell, your plan for growth and your competitive advantage.

2)   List down your goals (key business objectives)

Create a list of your long and short term goals and describe how you are going to achieve them. For a startup business, emphasize more on your short term goals. Set a period you’d want to achieve your goals. Explaining what you want to make as an entrepreneur will help you focus more on your goals.

3)   Research on your customers

Meeting the needs of every customer can be tough. However, you can choose a specific target and work on satisfying their needs. Familiarize yourself with the unmet needs of your clients. Also, focus on the problems your customers might be in need of solving. Create a solution that can help them solve their problems. And, get their views on the product you want to develop or the service you want to offer.

4)   Learn from your competitors

Paying attention to how your competitors transact their business can help you understand your customers and get better ways to improve your products. Be conversant with the competitors you have and their market approach. Get to know your opponent’s weaknesses and strengths and improve on their approach.

5)   Financial matters

Have a clear view of how you will make money and your business profit potential. Take all the time you need when you are making financial matters. Have a cash flow projection to enable you to know how much money you will need when starting up your business.

Other strategies include identifying a good marketing strategy. Never be afraid to strategize your startup basing on ideas out there. Sometimes those are the best ideas, and you can grab them for free.

Get a strategy! I am confident you don’t want to miss out on the entrepreneur of the year list.

Buy our Business Strategy training 60% OFF here

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Don’t become a zombie startup. Formulate your Business Strategy!

In the beginning, Google (GOOG) tried to generate revenue, even by carrying out data mining in some companies. Although this idea wasn’t successful, it is clear that they were capable of re-creating their Business Strategy to become the giant technological corporation Google is today.

Sometimes, start-ups get blocked, or become “zombie” because they are not able to create a new Business Strategy. In other words, they have developed a Business Plan, obtained funding from investors and begun to execute part of the plan. But, what happens when the results don’t come in? Many entrepreneurs don’t know what to do under these circumstances.

Upon arriving at this point, the key would be to create a new Business Strategy to unblock the situation and reach expected growth. In the following paragraphs, I’m going to explain some real examples that confirm this hypothesis.

Healthcare Start-up

This start-up was created in 2014. The product was hospital software that allowed the costs of diagnosis and associated treatments to be calculated. It was supported by a very important accelerator, but after two years, they still hadn’t managed to install a base sufficient to support the Business Plan.

The founder was desperate. He was running out of money and didn’t know what to do. He contacted us to find out what he should do with his Business Plan.

During the first interview we realized that he was mainly working for public hospitals that have long sales cycles with unfavourable payment terms and this meant that he didn’t achieve enough liquidity to continue growing, even though some sales were being closed.

Our response was that he should re-think his products and client portfolio. In other words, adapt his Organic Growth strategy. We explained how to formulate a new Business Strategy to the founder and his team, and this is what they achieved:

  • They created a new product to sell to new clients. This dealt with selling the Healthcare information obtained via their hospital software to pharmaceutical companies.
  • Pharmaceutical companies are private. They have money and operate on short purchasing cycles. In addition, they are always interested in solutions which can give value to their principal clients, such as health organizations and hospitals.
  • This start-up is now successfully executing the Business Strategy by selling two different types of solutions which complement and provide feedback to each other: the more systems deployed in hospitals, the more information generated to sell to pharmaceutical companies, which in turn allows a greater investment in hospital solutions.

3d-Printing Start-up

This start-up was created in 2015. They intended to create a platform to connect 3-D Printing designers with users, with the aim of transforming users’ ideas into real objects printed in 3D. Their product and business model was supported by the platform itself.

However, the consumer 3D-Printing market has not yet exploded as expected. In fact, we only need to view the Annual Reports of 3D-Systems –DDD, or Stratasys – SSYS, to see this for ourselves, or even check the value of their shares during the last two years.

The founder needed to make more money and earn credibility. To do so, he contacted us to see if we were interested in investing. Our first response was that they needed to develop a new Business Strategy to expand their solution bank to the B2B market. In other words, first they needed to demonstrate that they were capable of generating income whilst waiting for the consumer 3D-Printing market to take-off, which we assume will happen one day.

We explained how to create a Business Strategy to the founder and his team, and this is what they achieved:

  • They created a new 3D-Marketing service to sell to B2B clients. This was aimed at helping them support marketing campaigns via 3D-Printing elements.
  • In addition, they created specific 3D-Printing services for different industries, for example, the insurance sector or for the health industry with the purpose of training health professionals using simulated organs printed in 3D.
  • They are currently making money selling these solutions, which can then be invested in the 3D-Printing platform in the hope that the expected explosion of this technology within the domestic market, actually happens.
  • However, we must mention that they had a certain amount of difficulty due to their lack of knowledge in closing B2B sales. We also resolved this problem for them via our B2B Sales Blueprint training.

If, like these start-ups, you are interested in learning about how to formulate a Business Strategy, click here:

If, on the other hand, you would like to know more about our B2B Sales Blueprint, click here:


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Driving Growth through Business Strategy

In the current context, for the majority of companies, sustainable, profitable growth is illusive. Could you be an exception? Can you achieve high-growth for your business? Yes, you can, using our methodology for developing successful Business Strategies.

The Business Strategy Blueprint is a holistic methodology for developing a Business Strategy, based on our extensive experience as business advisors.

Business Strategy Blueprint

First of all, the Key Business Objectives pursued using the Business Strategy, must be identified. These objectives make up a small number of goals to be reached which deal with different perspectives of the business.

A market analysis where the company is positioned and operates (Market Data), is carried out further on. It is a question of analysing the starting point to reach the desired objectives.

One of the principal Key Business Objectives of any company is to achieve sustained growth and profitability (except non-profit companies). Therefore, in addition, the possible drivers of Organic and Inorganic Growth that support the global growth objective must be identified.

Together with the Growth Drivers, the Enablers will be developed. These are initiatives which make a series of solid and flexible abilities available to allow the Business Strategy to become a reality.

The roadmap of how we plan to achieve our financial model is set out below.

Lastly, the Implementation Roadmap, including all the actions necessary to execute the Business Strategy, is defined.

Business strategy Training