THE FUTURE OF SALES
Many B2B buyers have challenges that are now different because of the COVID- 19 pandemic and post-pandemic recovery considerations. In addition, many of their customers are also facing new challenges. Because of these new and changing circumstances, buyers expect salespeople to be able to provide deep insights into their business. Many buyers know they need to change, but they do not have the knowledge to be able to do so quickly, efficiently, and with a significant return on their investment. Buyers are looking for intelligent salespeople who have done their homework and who can challenge them to think differently and guide them through their change journey. In normal times, buyers can evaluate sellers in F2F meetings or at sporting events or business meals. When they are unable or choose not to do so, the next best and most helpful process is to use referrals from others they trust. Referrals have always been important, and now they are more important than ever. According to Gartner Research, 80 percent of B2B 4
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