We are living in a buyer-centric world

This is the list that reps blame when their deals fail to close.

But actually this is a list of symptoms, all caused by a failure to be buyer-centric.

As a profession, sales needs to invest in the buyer: We need to understand what each buyer’s needs are, and what they need from us to actually make the deal happen. Ultimately, better understanding leads to a better buying experience, and more accurate sales forecasts.

Big picture is even cooler: better understanding leads to less time wasted by both sellers and buyers on bad deals, and that can make the entire economy slightly more efficient. 

So that’s what we’re doing.