Early in my B2B software sales career, I ran into a competitive situation that turned out to be a major learning experience. If you’re a Sales Leader at a company that sells B2B software, you’ll enjoy this.

The situation

I worked for SoftPoint Data Systems, selling software that helped pharmacists improve the prescription fulfillment process. Everywhere I turned, prospects would tell me, “No thanks, I bought a system from Thom Finn.” (Name changed to protect the innocent.) Thom worked at Script Systems, a primary competitor.

I always found it interesting that pharmacists would say
they bought from Thom Finn; not Script Systems.

I later learned it was because Thom showed the pharmacists how to solve their business challenges. As such, they felt they were buying from Thom, a trusted advisor, not Script Systems, an anonymous company. Realizing I couldn’t beat them, I persuaded SoftPoint’s CEO to hire Thom. (Hey, got any better ideas?)

There is so much great information being published that I feel compelled to share what I find interesting. Here are a few really intriguing pieces that made me stop and say hmmm.

Here is Part 2 in our series on how to conduct an effective demo.  This segment focuses on how to ensure that the prospect stays engaged in the process. To review the other posts, click the links below:
- Rules for Conducting Effective Demos: Part 1
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