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Dave Stein


Great list.

About your first point: I've always found www.brint.com to be a terrific resource when coming up to speed on a new industry. Make sure you read those trade magazines (and websites)!

Michael Goodman

I love this post Jill. Not just because of the great photograph of a baby praying which I now have to print and put somewhere I can see daily, but because of your great explanation. You always make things so easy to understand.

One of the things I thought about a long time was something you mentioned, start with smaller opportunities first. What I have found is that starting not only with smaller opportunities for me, but smaller opportunities against the client P&L statement reduces their risk and therefore takes a little less credibility to accept me.

Simply put, a 10 dollar sale to a 5 Billion Dollar a year company takes a lot less credibility than a 900,000 Dollar sale to a Million dollar a year company.

You always keep me pumped up.


Pam Irving

Great post, but I think there is one area you missed...and that is building and deepening business relationships. A new book I just read, “Get Noticed, Get Referrals” by Jill Lublin explains that process in painstaking detail. The title of the book is a bit misleading in that she covers a lot more than business referrals. Jill also offers systematic advice on using focus to accomplish goals over an extended period…and to be certain, business credibility is built over time. If you want more brilliant business tips from Jill, you can sign up for her free newsletter and be notified about special promotions happening this week with thousands of give-aways. Just click here:

Clara Anthony

Nice post and definitely a word of caution to those who are treading on unknown territory at the strength of an existing brand. This can become a double edged sword as a flop can lead to a collapse of the brand you are riding pillion on. Never the less outsourcing can be considered as a plausible option and especially companies like Cleaveglobal who have valuable insights and understanding about business in the health, telecom and finance sectors can be a good option when venturing into the not so familiar territory.

Kim Duke, The Sales Divas

Hey Jill!

Really looking forward to seeing you at the Sales Shebang!

As a former media chick - something that sooo many businesses forget to do when launching in new directions is to get into the media with a cool story.

One of the fastest ways to gain credibility is to be seen as an expert in the media. The viewers, listeners and readers of all local and national media get to sample your expertise.

The trick? Create an idea for a reporter that will capture the attention of the public. Pitching your new product/service will just end up in the garbage can.

Kim Duke

Jill Konrath

Thanks for all the great feedback on this post. Like many of you, I've seen companies totally abandon their current customer base in the hopes of finding Nirvana in some other market segments. Not a smart move! Typically they lose whatever momentum they had and everything comes crashing down around them.

In short, don't throw the baby out with the bathwater!

Craig Elias

Jill hits the nail right on the head, again.

I teach at 13 different entrepreneur schools and the biggest reason most entrepreneurs lose a sale is that the buyer's perception of the risk they take on is greater than their perception of the entrepreneurs’ credibility.

The three best ways to reduce the buyer's perception of risk are:
1) Compliment what the buyer already has don't try to replace it
2) Reduces the scope of your initial sale
3) Increase the risk of inaction

As Jill says the best way to offset risk is with credibility and there are three forms of credibility:
1) Relationship
2) Leveraged
3) Expertise

I hope this helps.

Craig Elias – Creator of Trigger Event Selling

Jill Konrath

Craig - Your comments on reducing the buyer's perceived risk in working with your firm are right on. Thanks for sharing. Jill

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