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Successful B2B sellers enhance their position in important accounts by conveying valuable thoughts to strategic buyers who covet growth, competitive advantage, image and productivity. Investing time learning about their specific objectives will give you the confidence needed for making a provocative statement. If you can propel strategic buyers to these goals, you will become part of their sphere of influence.
As a bonus, you will have earned the right to position your targeted price relative to this value. The last thing that motivates a strategic buyer is the budget. They will always find discretionary dollars for strategic decisions. Once they have created the strategy umbrella under which actions are implemented, they delegate parameters for tactical buyers to implement.
When Confident That The Die Has Been Cast ...
Once your value proposition has been adopted by a strategic buyer, help tactical buyers save face. Treat them like strategic buyers and prove your capabilities, demonstrate your expertise, and establish a strong relationship. This will reinforce the strategic buyer's confidence when their troops support their buying decisions.
This sort of strategic selling, if done consistently throughout your company, will raise the barrier to entry for all competitors in search of your targeted accounts, while helping you to penetrate theirs without them even knowing it.
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