The Ultimate Sales Boom – Have You Done Your Toothbrush Test?

All sales people are looking for easy sales. When the customer buys – not you selling. No matter what, the customers seem to flow into your order books without any effort at all.

You’re in the Tornado.

The term “Tornado” is perfectly defined by my favorite marketing author Geoffery A Moore; author of the bestselling book “Crossing The Chasm” and following “Inside The Tornado”. In the serie of books Moore dicusses how to bridge the chasm in the technology life cycle between visionaries and pragmatists by defining your smallest niche and buildning a bridge-head on the pragmatist’s “Tornado” shore of the chasm using a bowling pin strategy. In my blog post Niche Marketing Defeats Large Competitors I go a little deeper in this topic of how. Interesting though that’s a lot of efforts and may take good piece of time.

And – more important – that strategy was introduced long before the social medias were born.

Nowadays we have examples as King (Candy Crush Saga) and more companies that really take advantage of the social media technology for their success. I’m pretty sure Candy Crush hasn’t been that huge success without Facebook. What’s new is that King builds the social media into the business model itself.

In Candy Crush Saga, Facebook is not a fancy add-on, it’s literally the true salesman for aquiring new users, collaboration between them and of course building the loyal community that will continue to spend time and money in the product.

Well. You may say this would only apply for consumer products or services, not B2B. I think it can, at least for digitial services. And if you do your Toothbrush Test.


A toothbrush test is a way of testing if your product is used frequently enough to change peoples lives. You’ll not gonna change somebody’s life if your product is used one or twice a week. But if your product is so compelling or desirable that people will use it as often they brush their teeth – in average two times per day and as a habit – then you will have a good starting point for a tornado.

Then it’s a question of how large your target group is – how many people would change their lives using your product. It doesn’t matter if your product is even so amazing for your favorite customer, if it’s not applicable to more than them.

A couple of weeks ago I visited Singularity University in Silicon Valley. Their mission is to research in and inspire leaders to apply exponential technologies to address humanity’s grand challenges. To change the lives of billions of people. I learned, if you want a massive tornado, start change your perspective: For how many can my product change their lives? And in what way?

Here’s the paradox; you need to narrow down your idea to a tiny vertical, but the customer need have to be valid for many more people than in this initial vertical to get a tornado in place. As it’s told in the book “Crossing The Chasm” you first become the market leader in one verical and then, maybe after years, the adjacent verticals will fall as bowling pins since they have identical needs, and at the end creating that tornado.

Of course you haven’t got that time. You want the tornado now. The toothbrush customer need is your key to very fast create your tornado.

To succeed, you need to switch your perspective looking more at customer need than features you have in your existing product. To start, ask the following questions to yourself:

  • Can you narrow your business idea to fulfill one single core need?
  • Would that fulfillment change the lives for many people you’re targeting?
  • Will your product be used (at least) twice a day?
  • Is it easy to make it a habit? Gamification has the potential to add stickiness to your product in a whole new way
  • Is your product easy to share or – better: is the social medias a part of your service and business model?

Happy to be with you today, we’ll keep in touch!



Sales People Are Heroes. How Can We Help Them?

Think of a Super Hero – free of choice: Batman, Superman, Spiderman – or why not Bruce Willis as Super-Cop John McClane in the first Die Hard movie from 1988. They challenge the evil and saves the world from disaster. They overcome dire straits, get into serious trouble, but at the end leaves the rest of us with peace and an astonishing admiration. Many times The Hero him/herself sneaks away, without notice from the crowd. 

In Sales, our Super Hero is the sales rep. How many times haven’t I heard those stories about how this man or woman literally saved the whole company. How the Big Order was brought home, regardless of what hurdles there were to pass.

I remember many years ago when the largest company in my hometown (at that time) was struggling to survive. Over 1,000 jobs were at stake. The company was selling large pulp drying systems and it was needed to fill the order books. Luckily, there was a RFP from Indonesia out to go for and the negotiations were to be held on site. It was extremely hot whether and three sales teams on the short list; the Americans, the Germans and our team from Sweden.

The potential customer turned to the sales teams in order, but kept going around with the teams without giving any clues which team that was in pole position for the order. If there would be an order at all. Customer didn’t say much at all. Everything was uncertain. And it was awfully hot. Meetings were fifteen hours per day, the questions were few. Still murdering hot. 

The team from German went home after one month – thought nothing would happen anyway. And on site there was less happening than ever before. The heat was really sucking. The American team gave up after one month further – there will never be a contract anyway, better to come back later?

For more than three months the Swedish team stayed before they got the signature on the contract. Back home, the sales manager was interviewed by the local newspaper:

– Congratulations recieving a new order, Mr Sales Manager!

– Orders are not recieved. They are taken.

How many of us are just expecting the same from our sales reps or sales managers? Orders should be recieved, regardless of market conditions, competition, product fit, or timing. Do we really know – in all aspects – what it takes to take – or almost “steal” – orders in extremely though circumstances? I’ve got a long experience as a  sales rep by myself, but I think there is not any salesman that is equal.

The role being a Super Hero is highly individual. But there are some key features that remains the same for all:

– Extremely high creativity skills

– Very interested in customer needs

– Huge skills doing “matchmaking” between that need and the products or services that would be delivered (with several twists of course).

Still, I believe we may be able to help him or her. We should be right by their side when they have questions. We should be positive to hear what he/she has going on, leaving encouraging comments, promoting somewhat “crazy” ideas. Nevertheless, those ideas are the next customer need to fulfill. Either we do it or it will be fulfilled by our worst competitior. It’s valuable information for the entire company.

But the best support we can give, are our expert advices, our mentorship. That’s the most valuable for our Super Heros. Would you like to provide that?

Best Regards


Ever tried to find out what you don’t know?

Sometimes (quite often for me), we are faced with problems that have no answer and there is no easy way of finding an answer. For instance, “I want to know what customers did not buy product x.” “How much will sales increse if we reduce the price on item x with 15%?” “What will our sales look like if we introduce this new product next year?” “Is there a product missing in our range?

Relating to my last blog it could be a way of measuring performance to steer your business you are after.

Perhaps it is not in our nature to try to grasp what did not happen or what does not exist? If we look too hard at one detail we will miss a big truth (Inattention Blindness), at the same time, we see things that are not there or perhaps we can see patterns that exist and can explain some phenomenon. Check out this blog for more fun facts:

How can we get around our human flaws and use our potential? We have devised methods to step by step get an answer. To find an answer I ask myself these 5 questions:

  1. What is the question?
  2. What do I know?
  3. What can I relate to what I don’t know?
  4. Is there a model that can help me answer my question?
  5. Who can I ask?

Process för att svara på fråga

What is the question?
This is key. Knowing the question is more important than the answer. You really need to think it through. The question is the aim, direction and caliber of the rifle, the more refined your question is, the less potential varians in answers you will get. A too narrow question might leave you just shy of your answer and a too broad question will leave you too many inconclusive answers. You also need to remember the Chinese proverb “Don’t look for shark teeth in a dog’s mouth” (or was it dog teeth in a shark mouth…), a correct question asked in the wrong place will not provide an answer or worse, you get an answer that makes no sense.

What do I know?
You don’t know nothing. Make a map of all the information you have on hand or what you can get your hands on. This can be simple if you have very little information to begin with, but it can also be very complicated. You need to map all the relationships between the information. There are plenty of free tools out there if you don’t already have one. You might need to look into grouping information in catagories, comparing catagories can simplify your models and give you less data varians. Is there a way of collecting the information I am missing? In the blog “Big data: Think Smarter, not bigger” you find some great tips on data collection (replace the S in this blog with your specific question).

What can I relate to what I don’t know?
Sometimes we can smell the breadcrumbs that lead the way. We know what data is missing and once we have this information the ultimate question can be answered. The fun part with this is that every waking moment you might have the opportunity to find that missing link.

Is there a model that can help me answer my question?
Models are used to explain complex realities in a simplified way. You don’t have to be too scentific here, build a model (A+B-C=D) and test if the outcome matches real results. But, there are a large amount of sound models/algorthms/equations out there, the tricky part is finding one that we understand and that delivers the answer to our question. What I have learned is that a combination of models is the most reliable way to go. You might have to go back to “What do I know” and build more information in order to provide your model with more information or new information. If this sparks an interest I can really recomend taking the online course “Model Thinking” at Coarsera

Who can I ask?
If I am missing vital information, is there a person, forum or expert I can turn to to find out what I need to know? How does model Q work? Where can I find information X?
I personally use my network of experts and the forums on Linked In to get input on my thoughts, there are som fantastic people out there ready to share their knowledge, you just have to ask…

If you follow these steps I am confident that you are closer to finding an answer to your unanswered questions and don’t be surprised if the answer you got raises an even more critical question!

Thank’s for reading!

KPI:s before the sales process starts

In my last Blog post The Death of the Cold Call I described a trend that has become more obvious the recent year; the customer buying process has been ongoing for quite a while before the sales process starts. The consequense is that you cannot influence that much you could before, because of much more informed customers. The customers put you on their short list, not you. The phases Lead and Qualification are becoming obsolete very quickly having no registered sales activities.

SInce we cannot control it anymore, should Sales then hand-over this part of the process to Marketing? Well, it depends. The discussions in the forums are there and people’s opinions deviates which is the most suitable. Marketing is good at communication of the brand and what it stands for. Promoting the brand in these phases is really important, but could you just exchange Lead or Qualification activities with more marketing?

I’m not sure. I think it’s still Sales responsibility to refine and qualify a Lead, even if there are no obvious sales activities. But if ordinary sales activities are gone, what comes instead?

Let’s suppose the definition of Lead and Qualification are like “sort of need any of the companies in our target segments have and the activities to clear out if it’s something for us”. Typical sales activities to create (or catch) and Qualify such Lead would have been:

  • Prospect calls in
  • You call the prospect (cold call)
  • Prospect leave interest on your website
  • A trade show
  • Timeframe within …
  • Budget allocated
  • Decision maker identified
  • Product fit

Now. If most of these activities aren’t visible anymore, how and what can you do instead to survive the early phases so you will be one of the short list members? And how can you construct a KPI that drives you there? It’s about communication – and what types are relevant for your company. A simple method constructing a new KPI is using the PDCA: Plan, Do, Check, Act.

Plan-Do-Chack-Act based on a solid communication plattfolm.
Plan-Do-Chack-Act based on a solid communication plattfolm.

Then consider what new types of “sales activities” would be replacements for the above ones. Here’s some examples:

  • Investigating and register for X forums or discussion groups in your industry
  • Growing the number of connections in target networks
  • The number of comments or likes in discussions
  • How many started threads within your product range
  • The number of discussion threads (within your business area of course!) started by you
  • The number of blog posts per month
  • Referrals to your comment or Blog post
  • Number of net followers
  • Number of decsion makers taking part in your discussions or comment on your input.

As you may see, it’s not easy. But mostly it’s not easy because we aren’t used to it. Our experience is not covering what is a relevant target figure – what would be enough? And how can we measure hitrate? I think you can’t direcly, but if you measure some of the above and compare the result over time, you can have the trend for sure.

After all, it’s just surviving.

Good luck! Stefan

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2014 – A Year Of All Time High for Sales Process Blog. Thank you all!

The year 2014 set a new all time high for us.

The past year was in many perspectives very successful for Sales Process Blog. We reached readers from 114 countries!

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Most visitors came from The United States. Sweden & India were not far behind.

Thank you all!


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