May 14, 2018

In B2B IT, Logic is King and governs a kingdom of facts, figures, reasoning and common sense. Its sorcerers are subject matter experts and technical mavens that worship at the altar of data and analysis. To bolster its authority, Logic employs evidence such as statistics, research, and expert testimony. 

However, Logic is fallible and prone to attack if your argument is per...

April 18, 2018

Ethics or morals in business are a major topic, and running a business with integrity when so many companies don’t, can give your organisation a competitive advantage.

That’s because many of your prospective customers both government and private entities employ sustainable and ethical business practices. They don’t want to do business with you if you’re not like-minded. 


April 18, 2018

We all know that winning new business is getting harder. Some of this has to do with more competition, and some of it has to do with business buyers being more knowledgeable than us about our offerings.

This means buyers are more interested in our proven capability to implement and support required software and services – which is why testimonials are so important. Unfortun...

April 4, 2018

Results and business value are the keywords and phrases we use when selling in B2B IT. We expound on business value with phrases like ‘improve efficiencies,’ ‘cut operating costs,’ ‘empower employees’ and ‘delight customers.’ Yet emotions live beneath the surface of these catchphrases.

As a marketer and seller, you need to understand what emotions influence your prospective...

March 21, 2018

You can’t be truly persuasive – that is, influence someone to think or act differently – if you don’t back up your claims with proof. Evidence is the glue that helps your persuasive argument stick. Yet, in B2B IT, proposals are frequently littered with unsubstantiated claims, which is why many Unique Selling Propositions (USPs) become unstuck.​

This article is for sales lea...

March 21, 2018

You have customers that admire and respect you. They are your biggest fans. But the world doesn’t know it. That’s because you don’t tell a real, flesh and blood story. You slap something together that’s generic, filled with corporate platitudes.

Your prospective buyers are clued-in professionals who can sniff out phony customer success stories just by scanning headings, sub...

March 7, 2018

A well-written sales proposal on its own isn’t likely to win you the business but it can get you in the door.

However, a badly written proposal will leave you out in the cold. To help you craft a compelling, customer-focussed proposal that gives you every chance of winning the dance competition, follow my 7 Steps below:

STEP 1: Carefully and thoroughly read the Request For...

February 21, 2018

You might think my headline is a tad dramatic for B2B IT and the words above have no place in business communications. But dig deep and you’ll see in every story there is a villain and a hero; for example, the problem and the solution. Despair and joy are there too: the emotions someone experiences when facing and then overcoming problems. Madness can lurk in the shad...

February 21, 2018

Do you struggle to structure your business story so it presents a cohesive and clear message? Do you spend a lot of time figuring out how to start or end the story? I’ve reviewed a lot of complex IT sales presentations, and sometimes it’s difficult to see what is the main theme or where the story is going?

What I’ll often see is a jumbled mess of disjointed ideas...

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Edith Crnkovich
Sassy Storyteller & Grammar Rebel

My mission is to help you communicate like a living, breathing human being and not a corporate clone. I want you to fall in love with grammar while knowing that telling an interesting story is more important than crafting the perfect sentence.

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