As deal complexity has risen, so too has customers' risk aversion and the number of stakeholders dedicated to a given purchase. The best companies build consensus among diverse groups by tapping into the right values and fostering an environment of collective learning.
The key challenge of B2B selling today: customer purchase processes are overwhelmed by an increasingly large and diverse number of customer stakeholders who canít reach consensus on a common course of action. Learn how to overcome buyer dysfunction and guide customer to consensus.
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