In the world of b-to-b sales organizations, highly disruptive offerings that provide a new way for buyers to solve an existing problem require new paradigm selling. Because buyers are aware of the problem but committed to established market solutions, sellers must provoke them to explore solving the problem in a new way. In our blog this week, we share a research brief by SiriusDecisions that provides guidance on how to adjust the selling approach for a new paradigm.
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