B2B selling has become more complex. It used to be that B2B sales was a linear process, and a sales rep would own the customer relationship from lead development through final close and onboarding–then repeat the process.
These days, customers are conducting proactive product research, trying to make sense of alternative solutions that meet their business needs. The process has become more complicated, in some cases making the customer less inclined to buy, fearing that they might make a mistake. As a result, the sales rep has to be a solution adviser that builds product confidence, quickly, with the customers.Read More