We have limited Spanish content available. View Spanish content.

HBR.org

What B2Bs Need to Know About Their Buyers

What B2Bs Need to Know About Their Buyers

It’s much more than how you sell.

  • min read

Article

What B2Bs Need to Know About Their Buyers
en

This article originally appeared in HBR.org.

The deal was theirs to lose. An accounts payable software firm recently aimed to win a contract with a current customer, which had assembled an initial short list of contenders. However, when it came to the demonstration stage to show the newest product, the sales staff did not adequately prepare, stumbling over a clunky user interface, a weak roadmap for the next generation of products, and a mismatch with the buyer’s needs. The account chose another firm it had put on its “day one” list of vendors—the group that it had in mind before beginning the process.

Read the full article in HBR.org (subscription may be required).

Tags

Want to continue the conversation

We help global leaders with their organization's most critical issues and opportunities. Together, we create enduring change and results