Since the introduction of SPIN selling in the early ‘80s, the world of B2B customer engagement has seen steady innovation. Telephone cold calling, voicemail and emails became vital tools used to let prospects know you wanted to talk to them. When you did get a positive response, face-to-face meetings for problem discovery and PowerPoint presentations to drive the impact of your solution home became the standard. B2B selling was ruled by the conventional wisdom of seasoned sales executives who had control of the information. Through vast experience and advanced training in strategic and positional selling, they knew exactly how to win. It was a seller’s market and a game of inches.
- Published in Demanding Views