Since the inception of our groundbreaking Challenger™ sales research more than a decade ago, we have argued that to sell complex, large-scale B2B solutions, sales people must adapt to new B2B buying behavior.
Now, buying behavior is changing more rapidly and more profoundly than ever — especially since the pandemic widely expanded the use of virtual interactions and transactions.
The key to successful B2B sales now hinges not just on delivering insight but also on making sense of all the information purchasers now find and use.
B2B customers who report superior confidence in their buying decisions are 157% more likely to complete what we call a “high-quality, low-regret deal” than other customers. The job for today’s B2B sellers is to instill that confidence.
The Sense Making approach does that (watch video below) by empowering customers so they can take bold and decisive action with confidence and peace of mind.