One-Size Fits All Selling Backfires with Small Businesses

The sales process most B2B enterprise sales people follow is loosely based on a generic model of the customer decision journey for medium to large companies. The problem with that approach is this: Small businesses have their own purchase journeys and behaviors. To lump them together with larger businesses mean missed sales opportunities and increased churn. While some small business purchase behavior is similar to their larger brethren, most B2B sales people don’t recognize they differentiations between how the “S” of SMBs purchase…

 

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