The importance of win-win


Good lesson today, dear reader.   I’m speaking with David Rosen, CEO of Acrelic Innovation.  David is looking to ramp up sales of their  remarkable product WarpSales.  One of the best ways of ramping up sales is to recruit an army of bloggers in the same space — in this case, lead generation and cold calling.  I found many really good ones.

I then had an email conversation with Jill Konrath of Selling to Big Companies fame.  (Editor: Read my earlier note on an exciting project I’m doing with Jill.)  Jill impressed on me that she is approached all the time by vendors asking for support, but she never offers it unless they can show real value to her readers.  She, Brian Carroll and others have no desire to be your marketing arm.

Jill’s cJill Konrathomment struck a nerve with me.  I find far too many myopic salespeople who grovel for support.  In reality, one must find a win-win relationship.

I have successfully done this with leading minds like Shashank Nigam of, David Brudney of David Brudney and Associates, and Neil Salerno of Hotel Marketing Coach.  All three of those men have forged very strong relationships with me.  How?  By giving up control and offering them a platform to share their expertise.  I’m hosting webinars with all three men — and I give them access to my database, help them craft their presentations, communicate well and support them 100%.  All three are huge advocates today.

In this case, I told Jill I would like to host a weekly Internet TV show like Hubspot TV, which airs every Friday at 4PM.  By invtiting bloggers to share their expertise, it would promote them and give us the proverbial “halo effect.”

Jill thought this was a great idea.

I urge everyone to think long and hard about how they can forge a win-win relationship with their business partners.

For companies looking for best practices in b2b lead generation who wish to improve the way they acquire new customers, Find New Customers is the place to go.  CSO Insights says companies need to improve the way they generate leads and implement processes for business to business lead generation.

Jeff Ogden, the Fearless Competitor, is a demand generation expert and sales leader, as well as the President of Find New Customers, a lead generation company, who helps businesses create lead generation campaigns and continually publishes the best lead generation ideas, so his readers can determine the best lead generation strategy to find new customers.  He can be reached at (516) 284-4930 or

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