How They Make Decisions – Not How They Buy

By Tibor Shanto
I don’t think many salespeople are pleased that there are more people than ever involved in any given B2B buying decision. What’s the last count, 6.8 people?  OK, it’s a bitch, but it has been a bitch for a few years now, time to move on. It’s time to deal with it; it’s time to learn from buyers, why are there more players? Can salespeople make this work for them? The answer is yes. Start by accepting that the good old days are gone, and we need to update our execution, just like your phones. Buyers are bringing focus and proficiency, as you should. Start by breaking things down, again like buyers. Focus your view and actions, look at how they make decisions, not only how they buy, the two are different. This will allow you to strategize, engage, and execute much more effectively.
I was talking to a