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The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale by Cheryl Geoffrion, Conrad Smith, Tim Riesterer, Erik Peterson

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1     Create a Buying Vision

 

Researchers at the Corporate Executive Board, Sirius Decisions, and other analyst firms have recently tried to claim that buyers have completed 60 percent or more of their purchase cycle before they ever contact a salesperson. In other words, your prospects are doing the majority of their research, solution development, and vetting of competitors online, on their own, before you even get a chance to make your case. This has led some people to believe that salespeople are dead.

But they’re wrong. Consider these contradictory research findings.

Sales Benchmark Index indicates that nearly 60 percent of all qualified sales pipeline opportunities actually end up in “no decision.” In other words, the majority of the ...

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