Why “Tell Them Something They Don’t Know” Is Bad Advice in B2B Sales


Authors Frank Cespedes and Tracy DeCicco bring us a look at the difference between selling to a lower level manager and a senior level manager. Each level has a different concern and a different objective in the sales process, and it is important to know who you are talking to.

The authors site research that shows at the C-Suite level you want to keep your discovery questions to around 4, with unsuccessful meetings having an average of 8 questions. This does not stay true when speaking with lower level managers, with those successful meetings coming in around 11-14 questions.

Understanding who your audience is is important, but almost equally important is understanding where you are in the sales cycle. In the earlier stage of a sale with Senior level management, it is important to demonstrate an understanding of their company's market and what strategic goals you will be able to help them with. At a later stage they are looking for how they will justify the decisions to the rest of their company.

Click the link above to read the full article for further insights from the authors.

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