Everybody Loves Transformation But Hates Change


“67% of the purchase decision is completed before a customer calls a supplier.”

B2B salespeople, how much longer will you buy into this nonsense? Buyers are drowning in information, scoff at market/vendor hype, and are paralyzed by the sheer number of options available. They are dying for substantive vendor interaction earlier in their decision process, not later.* 


For B2B buyers, it’s all about risk vs reward. They don’t buy from people they like. They don’t care how nice you are. They don’t want to be friends. They don’t want to be delighted by your brand. These buyers are not selecting some new WordPress Theme. They’re seeking buyer’s insurance for extremely complex and expensive purchases. Jobs and/or careers are often on the line. They buy from vendors that they trust and have confidence in. Earning that confidence and trust starts on day ONE, not day 67 after your marketing and SDR teams have nurtured them to death.


In these complex deals, early, substantive interaction is appreciated and critical to positioning your team for success. Often, B2B buyers already know the features and benefits of your better mousetrap. It’s never about a product or a solution, but clearly articulating the business impact of change. Now, later or never.


*”90% of buyers think vendors can differentiate themselves by offering exceptional #CX based on meaningful interactions with them at EVERY step of their buying journey.” – Sirius Decision


J.Robert Slaughter , accomplished executive leader working with high-growth technology firms to plan, execute and scale revenue operations, programs and teams. Proven ability of delivering GTM strategies, increased sales effectiveness, pipeline velocity and revenue growth. Well versed in bridging the CMO-CFO language barrier by detailing marketing’s and sales’ business impact and financial value.

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