The Buyer Journey for Technology: Rick McCutcheon

Selling Digital Solutions: Lessons for Microsoft Partners
Episode 245 (Rick is based in the Toronto area)
In this conversation we explore:

How the buyer journey has changed – Why modern buyers are 80-90% through the process before engaging with sales.
The importance of adapting sales presentations – How to tailor messaging for Microsoft, ISVs, SI partners, and end customers.
Why sales professionals must become guides, not just sellers – Understanding the shift from sales pitches to consultative selling.
The role of content in sales success – How different types of content (videos, white papers, case studies) attract different buyer personas.
How to research meeting participants to improve sales conversations – Using LinkedIn and meeting invites to personalize communication.
The three buyer personas in tech sales – The technical buyer, the business buyer, and the economic buyer, and how to address each.
Common mistakes salespeople make in their presentations – Why using the same sales deck for every audience is a bad strategy.
The necessity of a structured sales process – Using frameworks like CCR (Circumstance, Challenge, ROI) to guide buyers.
How to nurture leads that aren’t ready to buy yet – Why a lack of response doesn’t mean they’re uninterested.
Partner relationship strategies – How to communicate effectively with Microsoft, resellers, and ISVs to strengthen collaboration.

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About our guest, Rick McCutcheon:
Rick has award the Microsoft MVP designation 11 times under the category of business applications. MVP stands for Most valuable professional.
He works with Microsoft business partners, both ISV and SI/VARs.
He hosts the podcast, Partner Talks and has published over 240 episodes over the last four years.
Listen to PartnerTalks.com
Learn more about Full Contact Selling
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Key Learning Points from the Podcast

Understanding the Buyer Journey – Buyers today do extensive research before engaging with sales professionals. Sales teams must adapt to this shift.
Tailoring Your Message to Different Audiences – ISVs, SI Partners, Microsoft, and customers each need a different approach.
Content is Key to Sales Success – Effective content marketing attracts potential buyers and moves them through the sales funnel.
The Role of Sales as a Guide, Not a Pitchman – Sales professionals should act as trusted advisors rather than aggressive sellers.
Customizing Presentations for Different Stakeholders – Sales decks should be adapted based on whether the audience includes technical, business, or economic buyers.
The Importance of Researching Meeting Participants – Checking LinkedIn and attendee lists ensures tailored messaging for decision-makers.
Common Sales Mistakes That Kill Deals – Using the same generic sales deck, failing to understand the buyer’s journey, and pushing a hard sell.
Why White Papers and Videos Work – Different types of content appeal to different buyer personas (technical, business, and economic).
Avoiding Lead Misinterpretation – Researchers may never reply to a salesperson, but that doesn’t mean their company isn’t interested.
Best Practices for Partner Relationship Management – Effective communication strategies for working with Microsoft and resellers.

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