Do your customers think of you as one of them? Do they think you truly understand their business challenges, their opportunities and what keeps them up at night? These are questions you should seriously consider, because in the extraordinarily demanding B2B sales climate of our post-recession world, it’s the vendor who can answer “yes” who will win the business. For companies to get to that magical place of being seen by their customer as a true insider in their industry, they need to know so much more than how to conduct “solution sales”.
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