As B2B sellers we’ve all heard how important it is to align with buyers and help them through the buying process. Well… it is. Buyers are much more likely to buy from you if you don’t push your sales agenda on them, but rather, work with them to make good decisions on: (1) why they should buy—the business case, and (2) who they should buy from. And most all buying teams go through a similar process when purchasing, although there are lots of slight variations. The more you understand that basic buying process, the better you can lead the buying team along, help them reach the right conclusions and shorten the entire cycle. (more…)