3 Steps to Understand How Executives Make Buying Decisions
Well-trained sales reps identify buyer’s needs by asking a series of scripted questions. This exercise can uncover useful information for the rep, but it provides little value to the customer. For many buyers, the ‘discovery’ sales call is the second, third or fourth interrogation with the same questions by yet another competitor.
Why does this matter? Executives are changing the way they make purchase decisions. Some are altering their evaluation criteria. Others are involving more people in the decision-making process. Some are changing their preferences for
