Why is selling to "Pain" completely wrong,
B2B Buyers do not buy to reduce pain, they take pills to do that, they actually buy to bridge defined business performance gaps, based on a comparison to their best-in-class peers, time for B2B sales and marketing professionals to pivot and help with this buyer journey,
Sell to proven performance gaps not pain
by a professional from Babson College - F.W. Olin Graduate School
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