- Most potential buyers (decision makers) practice the slow no: they make a decision by not making a decision and avoiding a confrontation.
- Despite what (sales) people say, they still start from their own position of strength/preference instead of trying to understand what the problems/issues are.
- It is easier to sell a product than a service.
- It is easier to sell a solution to a problem, than a benefit or potential upside. (Too much perceived risk for the buyer in a B2B environment? When they are experiencing a problem, there is pressure to solve it. The biggest upside in the world is not necessarily politically expedient.)
- Culture matters – and the differences between people from different cultures are real and present obstacles to be overcome.
- Cold calling matters and it works.
- Saying YES is risky and hard; saying NO is EASY because nobody knows what would/could have happened.
What have you learned? What can yo share so that I don't have to learn it (again?)