Neil Rackham on the changing face of B2B buying


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Neil Rackham – the inventor of SPIN Selling – offered some of his thoughts on the changing face of B2B buying in a recent video. I thought it was worth sharing – in fact I recommend that everyone involved in B2B sales or marketing watches it. You might like to share it with your colleagues.

Here are some of the key take-aways:

  • In a fast moving world, your prospects are struggling to balance coping with their current situation with the need to anticipate and pre-empt future events

  • Today’s top sales people are challenging their prospects with ideas and possibilities before the customer has even recognised they have a need

  • The changing face of B2B buying behaviour is affecting every stage of the “sales process” – vendors must adapt or they will become irrelevant

But that’s only scratching the surface – there’s much more to reflect on in the video. If it doesn’t appear in the email below, you can watch it here. Let me know what you think.

Republished with author's permission from original post.

Bob Apollo
Bob Apollo is the CEO of UK-based Inflexion-Point Strategy Partners, the B2B sales performance improvement specialists. Following a varied corporate career, Bob now works with a rapidly expanding client base of B2B-focused growth-phase technology companies, helping them to implement systematic sales processes that drive predictable revenue growth.


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