Smarter Selling: Next generation sales strategies to meet your buyer’s needs – every time

Key messages

• Every buyer is different. Do not rely on stereotypes.

• Understand buyer types – economic, user and technical – and the criteria they will use for buying and the influence they will have on the buying decision.

• Understand buyer roles – sponsor, anti-sponsor, coach and gatekeeper – and how best to manage them in your buying process.

• Think carefully about buyers’ personalities and how you can adjust your behaviour to match theirs.

• Periodically ask buyers for feedback on their perception of the relationship with you and your organisation.