I want you to imagine that you have just ingested some poison. After the initial shock of realizing the impending doom, you hear the doorbell ring. At that very moment, an antidote salesman is standing at the door and says, “I have what you need. I can give you the recipe for free or you can buy the vile for $1,000,000.” What would you do? What could you do?

There is a difference between consumer and business-to-business marketing. In the consumer world, you can sell the symptoms and the consumer will buy an over-the-counter remedy. If it works (or they think it does) they may buy it again. In B2b marketing, the goal should be to get the patient to talk with a doctor (your sales team) who can diagnose and prescribe a treatment. If there is no cure needed, you have won trust and that goes a long way in building referrals and future sales.

In this episode, we will explore if your sales and marketing are more of poison in search of an antidote or an antidote in search of a poison..