The Best of the Brutal Truth about B2B Sales & Selling - The show focuses on the enterprise Sales Process HOW TO WIN EVEN WHEN YOU ARE VIEWED AS A COMMODITY
Oct 14, 2025
Frank Adams, Senior VP at Atlantic Packaging Products, brings a wealth of experience in packaging and sales. He shares insights on avoiding the commodity trap by leveraging engineering knowledge and building customer relationships. Frank emphasizes the importance of emotional intelligence and listening in sales, likening the role of a salesperson to that of a counselor. He discusses the evolving packaging landscape, the significance of customer priorities like sustainability, and how to identify true decision-makers in complex sales processes.
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Quantify Total Cost, Not Unit Price
- Differentiate beyond price by quantifying total cost drivers like damage, pallet utilization, and shipping.
- Use engineering analysis to show how your solution lowers overall system costs.
Ask Why They're Looking Now
- When a buyer says cost is most important, ask why they're looking and what pain they want to solve.
- Listen for concrete pain points and map them to stories of past solutions.
Watch The Quiet Person
- The quiet person in the room often has the real perspective and can be the internal champion.
- Identify stakeholders owning the pain and address them directly to win support.