A Simple Guide to Compelling Messaging for the Complex Sale


Neil Rackham on the changing face of B2B buying

Posted by Bob Apollo on Thu 4-Oct-2012

Neil Rackham - the inventor of SPIN Selling - offered some of his thoughts on the changing face of B2B buying in a recent video. I thought it was worth sharing - in fact I recommend that everyone involved in B2B sales or marketing watches it. You might like to share it with your colleagues.

Here are some of the key take-aways:

  • In a fast moving world, your prospects are struggling to balance coping with their current situation with the need to anticipate and pre-empt future events

  • Today's top sales people are challenging their prospects with ideas and possibilities before the customer has even recognised they have a need

  • The changing face of B2B buying behaviour is affecting every stage of the "sales process" - vendors must adapt or they will become irrelevant

But that's only scratching the surface - there's much more to reflect on in the video. If it doesn't appear in the email below, you can watch it here. Let me know what you think.

Topics: B2B Buying Process, Thought Leaders, Complex Sales