The Science of B2B Selling How Modern Sales Teams Win Deals NowPeople buy from people. If you’re in sales, you’ve no doubt heard this saying before. For all our years of iterating and innovating on products and services, the fact remains that salespeople are the line from an opportunity to a win — be it jagged, dotted, or straight. B2B selling is an art, one that’s rooted in the human experience, stemming from your ability as a salesperson to understand pain points, educate, and connect with customers on a person-to- person level. The uniqueness of your pitch, the way you tie a customer’s problems to your business’s solutions, and the way your talk track can adapt at different moments in the sales process are all examples of your art. But there’s a science to it as well. G

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