Selling is hard; buying is harder. Drive more sales by focusing on making the buying process easier and more effective.
B2B customers having a significant business problem to solve tend to have multiple people involved, a buying group, in making the purchasing decision. They tend to create buying criteria, formally stated or informally inferred within that buying group. These types of business decisions tend to take longer to analyze and make in regards to both business outcomes as well as personal or career outcomes. Therefore, selling complex solutions requires that you have both an understanding of the different buyer types as well as buying process itself.
