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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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2     Speak to Situations, Not Dispositions

 

As if the challenge of defeating status quo bias by building a buying vision isn’t tough enough, there is some emerging pressure being put on salespeople to “microsegment” their messages for the different buying influences in the business-to-business (B2B) sales process.

Recently released research from the Corporate Executive Board says that an average of 5.4 buyers are involved in typical B2B decisions. Because of that, salespeople are commonly pressured to get familiar with the specific needs and characteristics of each individual buyer or influencer and be able to tailor their message to each one and his specific needs.

While this seems like a reasonable and responsible premise at first blush, ...

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