How Does Walmart Affect Your B2B Sales Opportunity?

So, you are selling a multi-million dollar health care plan covering nearly 100,000 lives and right in the middle of things, Wal-Mart throws a wrench in the works.

How can that be? Wal-Mart doesn’t sell health insurance. But, still Wal-Mart becomes the pivotal factor in a sales loss for Vision Care:

Primary Intelligence: What were the primary reasons you did not select Vision Care?
Vision Care: “We were impressed with Vision Care’s overall solution and bid, but it just did not provide that much in addition to what we had with the incumbent, FocusCare. The costs and plans were very close, but we did not really see anything in the Vision Care plan or the Vision Care pricing that would compel us to make a move.

We weren’t unhappy with FocusCare. One thing that was a bit of a concern with Vision Care was one of the major vendors that our employees use, Wal-Mart, was not in the Vision Care network. If our employees don't get much of a break, but have to change their provider, that costs the company.”

Everything else being nearly equal, Vision Care loses because it doesn’t have the right providers in its network. All other value propositions were met and the rates were competitive.

If Vision Care wants to be a serious contender, selling to multi-billion dollar enterprises, this information has to be pushed up to the executive boardroom immediately. This feedback, delivered in a timely fashion, will make a huge difference in the future.

What are you doing to consistently collect sales intelligence? How far does this information travel within your organization?

Let’s talk about Primary Intelligence’s ability to provide feedback on all of your sales opportunities. Your prospects are waiting to tell you how to win next time. (801-838-9600 x5050 - Chris)

Sometimes, It Really is About Price

A few days ago, I said that “it isn’t really about price.” That is only partially true. I have never been in a position to buy a luxurious item “regardless of price.” (Maybe someday, but not yet.)

But, sometimes, it really is about price. If you are a completely commoditized product or service that anyone can provide at an equal level of quality, timeliness and satisfaction, it really is about price.

And, if this describes you, I am sorry. Get out and go find something fun to do.

Most every product and service in existence can differentiate itself one way or another. The trick is to find out which differentiation aspect will make the difference. Product, features, packaging, service level, people, timeliness, quality, brand recognition, reputation and many other value identifiers can be modified, tweaked or emphasized to show an advantage over the competition.

The trick is to figure out which one will matter.

CPG companies know. That’s why they can sell corn flakes and toothpaste at double the cost of generics and stay in business.

If they can figure it out and fight the battle on the store shelves, your product/technology/service/solution (ranging from hundreds of dollars to hundreds of millions) is ripe for differentiation.

Find out what the prospects value and give it to them. If you don’t, you’re in a race to the bottom on price. And, that’s a race you don’t want to win.

Good selling. Give me a call and let’s chat about identifying your value proposition. (801.838.9600 x5050, cdalley@primary-intel.com)