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RainToday.com's Podcast: Marketing & Selling Professional Services

Sales has changed significantly over the years, particularly for B2B services firms. These days everyone plays a role in helping to grow the business, and firms must have a client-centric approach, says Matt Heinz, founder of Heinz Marketing and author of Successful Selling: How to Attract, Manage, Close and Keep More Business in a Buyer-Centric World.

It's particularly important for firms to practice diagnostic selling and help their prospects calculate the cost of their problem, Heinz says.

"Take their problem and ask them questions to identify and quantify the problem in a way they might not have been able to do themselves," he says. "Too often when they can't do that, they find the easiest thing that they can understand, which is price. And you don't want to have to compete on price."

Listen as Heinz explains other tactics to help win complex sales, mistakes firms make with lead generation, how to hold on to a client's loyalty, and how to avoid becoming a commodity.

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