Buyer Acumen

The shift to a buyer-centric perspective is long overdue in the sales profession. The concept certainly isn’t new. Thought leaders and progressive sales professionals have been implementing it for years. Unfortunately, it’s far from pervasive. Over the past several years, B2B buying research has consistently indicated buyers’ dissatisfaction with seller behavior.

As sales enablers, if our role is to guide our sales forces to higher levels of sales effectiveness, this is a crucial building block. I call this deeper understanding of our market and buyers “buyer acumen.” While it’s helpful to include perspectives from marketing and your front-line sellers and managers, your personas should not be created solely from an inside-out ...

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