Expanding boundaries. Building trust.

On traditional sales techniques

As suppliers seek to sell ever bigger, more complex, disruptive, and expensive ‘solutions’, B2B customers are naturally buying with greater care and reluctance than ever before, dramatically re-writing the purchasing playbook in the process.

As a result, traditional, time-tested sales techniques no longer work the way they used to.”

— Matthew Dixon and Brent Adamson: The Challenger Sale

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