Knowledge Centre


Jonathan Lancaster

How to disrupt your competition: Lessons from the dancefloor (part 2)

…Continued from part 1 article here.   I recall on several occasions, arriving late to a prospect’s party. On some occasions we didn’t win the business; but there were other times we were successful in displacing a direct competitor or incumbent. In every situation, though, we learned something.   I highly recommend doing a (win/loss)

Jonathan Lancaster

How to disrupt your competition: Lessons from the dancefloor (part 1)

Being permitted early access to your ideal customer and gaining “trusted advisor” status (when they put their trust in you as a knowledgeable, subject matter expert), is a podium position that most business-to-business (B2B) suppliers and sales people want to be in.   Early access with the right people within your prospects’ circle of influence,

Jonathan Lancaster

3 ways to create competitive advantage in the complex B2B sale

In today’s highly competitive ‘Information Age’, your target customers are much more in control of the purchasing-process than ever before. From identifying their challenges and priorities, to investigating options and benchmarking solutions – the power is in their hands!   According to research by Corporate Executive Board (CEB) (now Gartner), buyers are on average “57%