“Challenge” to Excel
apart is not simply the quality of
their products, but the value of
In a world of reluctant, risk-averse customers, commercial
insights — new ideas that either help customers make
money or save money in ways they didn’t know were
possible — are what generate new demand and build a
network of advocacy for your solutions.
Developing commercial insights requires a deep
understanding of a customer’s business and using that
understanding to push their thinking and teach them
something new about how their company can compete
Point b develops commercial insights and messages that
bring your sales and marketing together as a collective
force for growth, and connects your customer’s business
needs to your solutions and expertise.
loyalty when you teach them
something they value, not just
sell them something they need.
data and stories, your rep’s job
shifts from discovering needs to
guiding the conversation.