book
HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)
by Harvard Business Review, Philip Kotler, Andris Zoltners, Manish Goyal, James C. Anderson
May 2017
Beginner
192 pages
4h 22m
English
Content preview from HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)
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by Karl Schmidt, Brent Adamson, and Anna Bird
SALES REPS HAVE LONG BEEN taught to seek out the executive who can single-handedly approve a deal at a company. But whether they’re selling to a customer with 50 employees or 50,000, reps today rarely find a unilateral decision maker. More often, they discover that the authority to make decisions rests with groups of individuals—all of whom have different roles, and all of whom have veto power. Reaching consensus and closing deals has become an increasingly painful and protracted process for customers and suppliers alike.
To understand the impact of buying groups on sales, CEB recently conducted four surveys of more than 5,000 stakeholders involved in B2B purchases. We found ...