Simplify the complex B2B sale by selling to the buyer’s motivation for buying

The inability to speak the respective buyer’s language just prolongs the sale or loses it altogether. Customizing your product’s value argument across the organization’s hierarchy is an indispensable ingredient for success in the business-to-business (B2B) sale. The B2B sale is one where an organization sells to another organization.  For instance, an engineering firm selling a…

Continue reading