John Ryan

This is the first of a series of articles written from my book Buyer Steps.  I am exposing my book one topic at a time through these articles.   I would welcome feedback since my goal is to improve the book and thus help the users of the book improve their revenue efforts.  The reason understanding the new buyer is important is so that we can start to get our senior management team’s minds right about the marketing and sales approach.  Our first challenge is that many providers have not adjusted to today’s B2B buyer and their process. 21st Century Marketing must address buyers who are 1) …drowning in decisions that do not have to be made They have excess opportunities to improve their business through the purchase of products and services.  Prioritizing the value, achievability, and timing of those choices is their challenge. 2) …can only see the world from their u... (more)

Startups: Making a Dent

It's not that I don't like business...I can't stand boring businesses that have no intention of making a dent in the world...or improving it.  They are just "getting in the way of the money" with the hope of being chosen.  Usually, it's a dearth of creativity/courage, either one - it's boring because there is no adventure to be found.  Just holiday parties where they slap each other on the back like something really happened. Startups have a responsibility to be different.  Not just because they're a startup, but there is a necessity to stand out for the buyer.  Make a dent or c... (more)

Marketing and Sales - Jobs People Hate?

I saw this morning that CNBC had a slideshow on Jobs People Hate.  Marketing was mentioned as no. 10, indirectly mentioned as Product Management at no. 3 and coming in at no. 2 was Director of Sales and Marketing.  The reasons they are listed?  Lack of direction and an absence of opportunity for growth were blamed as the top two reasons for dissatisfaction. Of course, most people would hate a job where there was a lack of direction and no room to grow.  On the other hand, in today's economy, a pragmatist might ask, "who has the luxury of loving their job?"  I wrote my book, Buyer ... (more)

Buyer Steps - the Book Is Now Available

After working on it for over a year now, I'm happy to say that Buyer Steps is now available to be purchased at Amazon.  I have already spoken to a few CEOs about what's in the book and the messages clearly resonate on what their biggest concerns are in regard to marketing and sales. Buyers are busy, very sophisticated and are beginning to use consumer buying habits to consider business solutions.  They are also enabled by technology to weigh their options like never before.  Knowing where they are in their process and what they need at every step is the smart approach to marketing... (more)

Buyers Rule – Target These Three Areas to Get in Sync

Many providers are still relying on their company's viewpoint for their marketing. Since buyers can instantly share information in the 21st century, it is best to adjust heavily toward helping the buyer reach their goals. Buyers want information in specific ways at ideal times to accelerate and improve their decision-making. Unless providers start building their marketing from the buyer's perspective, they make everyone's job harder than it has to be. Target your audiences and markets. Has your company defined the best groups that would want to research what you offer? Defining ... (more)