![]() ![]() 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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