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.