What Is B2B Sales? A Complete Guide to How It Works
Not every stakeholder has the same role. One person may identify the problem, another may evaluate the solution, someone else may control the budget and another may have final approval. Understanding how customers actually buy is often more important than simply knowing how to sell. This is why a salesperson can have a great conversation with one person and still lose the deal. The salesperson is trying to win a deal. The buyer is often trying to make a decision that the entire organization can defend.