Published: 31 January 2023
Tech CEOs who use outdated sales processes make it more difficult for buyers to navigate the complexities of a buying journey. To work more efficiently, tech CEOs must adopt a more buyer-driven sales approach that reduces friction, making it easier for buyers to buy.
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Technology buyers continue to rely less on sellers for data and content; often, they now get much of the value traditionally provided by sellers through independent, digital channels. This challenges the seller’s ability to understand the buyer’s situation and readiness to buy.
In this environment, buying friction occurs when stringent, often inwardly focused, sales processes are at play, resulting in misaligned interactions with buyers in their buying journey, creating a frustrating experience for all.
Limitations in buyer and sales enablement training may be at play. Enablement practices typically focus on product/service features or sales productivity, rather than enabling buyers to
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