In episode 86 of the Leadership Minute, Tony Uphoff steps into the trenches of a battle zone where many businesses often struggle: the world of B2B technology sales.
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00:24 — Traditional B2B sales methods, such as cold calls and high-pressure tactics, are outmoded given recent digital disruptions and the sophistication of today’s B2B buyer, who has easy access to information. Selling is now about partnerships and problem-solving.
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01:09 — A five-point framework can help redefine B2B sales. First, prioritize education over selling. Second, leverage data for personalized experiences. Third, focus on relationship-building rather than mere transactions. Fourth, harness technology, including artificial intelligence (AI), to better understand buyers, generate leads, and automate tasks. Finally, treat sales seriously. B2B buyers assess the potential impact and reliability of the technology, and your ability to deliver and service it, not whether or not you took them to play golf or eat at their favorite restaurant.
02:58 — The future of B2B sales hinges on value creation, relationship building, personalization, and technology utilization. It’s about fostering relationships rather than closing one-off deals.
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