If you're in B2B sales, you probably have a number of accounts that you call on. As you scan your list of customers, you notice that many of them are not growing. "Why is that?" you wonder.

Here are 5 reasons why you're not growing sales with specific accounts.

You’re not calling high enough

If you are not working with the decision maker, it will be hard to influence your customer to work with you. You could have the best solution and the best price, but if the decision maker has a relationship elsewhere, then you are wasting your time. Find out early in the sales process who makes the decision, and keep moving up until you get there. 

A great way to ask this in a non-confrontational way is, "Can you tell me how your buying process works?"

You're not working with an ideal customer

One of the first things you need to do when you build your sales process is to clearly identify your Ideal Customer. What type of business is your ideal customer in? What products and services do they need? What type of training do they need? 

If you ever feel like your prospect "just doesn't understand our value", you might not be working with an ideal customer. 

You don't have a unique value proposition 

Is your business or sales team providing a unique solution to the market? If you are selling the same product or service as everyone else, you will struggle to grow sales. All of your prospects have existing relationships that will be hard to crack with "we sell the same product as your current supplier but we have better customer service!”

If you find yourself competing on price, you probably don’t have a unique value proposition. 

You’re not solving a big enough problem

Even if you DO have a unique value proposition, you better be solving a big problem. If your product or service is similar to the rest of the market, or even slightly better, your prospect may not switch. It's a huge risk with little upside.

Look for a big problem to solve and you will see some POs headed your way.

You’re a bad storyteller 

Maybe you DO have a unique value proposition. And maybe you have a way to solve a huge problem for your customer. Even so, you better be a great storyteller. If you aren't able to articulate why your customer should buy from you, you will have a hard time earning any business. If you can tell a story that, "We are the only company that…", you will have success.

Think of an account that you have been struggling to grow sales with. Now scan the list above. Do you see a reason why you're stuck?


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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