Brief: How a Sales Professional Becomes the Coach of the Buying Process
What’s InsideBuying today is complex, and customers need more than a solution — they need a coach.
Customers need someone who can help them surface their underlying challenges, build confidence in the relationship, and understand implementation.
In the brief, How a Sales Professional Becomes the Coach of the Buying Process, we explore the skills of a sales professional who can understand the customer’s perspective in what has become an increasingly taxing and emotional process.
We show how sales professionals can:
- Address the full scope of the customer’s challenges
- Right-size the customer’s expectations by developing a long-term perspective
- Foster open communication that prioritizes collaboration