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For most B2B organizations, the most dangerous competition often comes from the status quo, rather than a longstanding rival or a disruptive upstart. Especially in the case of complex, high-value discretionary purchase scenarios, doing nothing is by far the most common conclusion. In order to overcome buyer inertia, B2B sales teams must use customer value to communicate both the negative impact of doing nothing as well as the positive outcomes that come with change.
In this webinar, Bob Apollo will explore ways to make a rational and emotional case for change through value and outcome-based selling. By focusing on the critical business outcomes the customer needs to achieve, sales will be better equipped to paint a clear vision of value, and help buyers to overcome their status quo bias.
