![]() ![]() ![]() They seek out a different set of stakeholders, preferring skeptical change agents over friendly informants, and they coach those change agents on how to buy rather than quizzing them about their company’s purchasing process. Instead of waiting for the customer to identify a problem the supplier can solve, they engage early on and offer provocative ideas about what the customer should do. These star reps look for different sorts of organizations, targeting ones with emerging rather than established demand. A select group of reps are flourishing in this environment-and lessons from the playbook they’ve devised can help other reps and organizations boost their performance. There’s some good news, though, according to the authors, all directors at Corporate Executive Board. But the world of B2B selling has changed: Companies today can readily define their own solutions and force suppliers into a price-driven bake-off. ![]() In recent decades sales reps have become adept at discovering customers’ needs and selling them “solutions.” This worked because customers didn’t know how to solve their own problems. ![]()
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