Trends Report

Executive Buyer Insight Study: Are Salespeople Prepared For Executive Conversations?

Addressing Gaps In How Effectively Salespeople Engage With Executives

August 6th, 2012
Scott Santucci, null
Scott Santucci
With contributors:
Bradford Holmes , Daniel Feldman

Summary

To avoid being relegated to commodity status, vendors are refining their sales strategies to engage with higher level decision-makers earlier in the problem-solving process. Getting a meeting with these executives is hard, but turning that meeting into a successful first conversation takes a lot more effort. Forrester's survey of senior-level buyers highlights the gap between what they expect and their actual experience with salespeople. To close this preparation gap, sales enablement professionals must start shifting the sales support content and training agendas from focusing on their own company and offerings to focusing more on the specific people that sales teams will encounter and the realities those customers deal with.

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