Avoid the ONE Business Development Blunder That's Killing Your Growth!

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This business development mistake is just fluffing up your pipeline and costing you business - Ed Marsh Consulting

You're doing your business development prospecting wrong, and it's costing you sales.

Here's why.

Companies train their sales reps to prospect for active projects. But we know from research by TrustRadius, Pavilion and 6Sense that you may find those projects, but if you're not the top company on the short list, they're really, really hard to win.

So you should know about them for sure. And you should compete. But it's not a high percentage play.

The better alternative is to start to prospect to CREATE projects. When you do that you have control over the process to help the prospect understand the root cause of their pain, to properly diagnose their problem, to differentiate yourself by the way you sell, and to help establish the correct solution.

It may take a bit longer. It definitely takes higher levels of consultative sales skills.

Your pipeline will take a hit initially, but much of the stuff in your pipeline is unrealistic junk anyway.

00:13 📉 Many B2B companies overlook hidden risks in their sales processes, similar to plaque buildup in arteries.
01:08 📞 Sales reps often focus on active projects instead of identifying potential pain points that could create new opportunities.
02:00 🏆 Research shows that 80% of prospects choose the first vendor they contact, highlighting the importance of early engagement.
02:47 ❗ To avoid falling into the trap of mirage opportunities, sales reps should focus on creating projects rather than just identifying existing ones.
03:12 📊 Transitioning to project creation requires strong sales talent, effective management, and substantial coaching to develop consultative selling skills.
04:11 🚫 Companies focusing solely on finding active projects may only win 30% of deals, emphasizing the need for a more strategic approach to prospecting.

Helpful Links

Industrial Manufacturing Marketing -
Industrial B2B Website
Industrial Sales -
Revenue Growth Framework -
Revenue Growth Consulting -
Industrial Marketing -
ORE™ (Overall Revenue Effectiveness Framework download) -

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Ed Marsh Consulting, Consilium Global Business Advisors, PO Box 622, Ipswich, MA 01938 (978) 238-9898


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