Think it’s tough in sales? Try being a customer!
One of the best rules in B2B sales is “Anyone who understands the problem doesn’t have the money to fix it.” That means that they have to find it within their organization.
All buying decisions are based on ‘Awareness, Interest, Desire, Action’, but that doesn't mean that this simple process is necessarily easy. In fact, those clever people at Gartner tell us that 77% of buyers report that their own internal processes are difficult, complex, or both.
Faced with these frustrating challenges, and the need to get back to their day job, what do most B2B buyers do? They aim low and go for the fastest, easiest decision that will get through their internal approval process.
This podcast looks into the idea of how we need to make the individual buyer we are dealing with into the center of our sales focus.
https://www.gartner.com/en/sales/insights/buyer-enablement
If you want to get more from Bill, you can find his book here
https://www.amazon.com/Bootstrap-Selling-Sandler-Bill-Morrison
You can also buy it as an Audible book here:
https://www.amazon.com/Bootstrap-Selling-Sandler-Way Audible
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