Selling B2B services and products has changed in recent years. Gone are the days when a single manager listened to pitch decks and made all B2B purchasing decisions.

Instead, a simple Google search and easy access to consumer reports means everyone at a business has the same access to the same information. Which means everyone believes they can make the best-informed decisions when it comes to purchases for the company.

And in a way they can. When a single person made purchase decisions, that person had to wear many hats to determine whether the product worked in all aspects of the business. And sometimes their decision reflected poorly on them because the purchase didn’t cross departments as effectively as expected. 

Everyone has now in fact become an expert and as such, a simple B2B sales pitch has become an exercise in multi-level selling – with multiple stakeholders needing to be sold on multiple features. And the most important feature to one stakeholder is not the most important feature to another.

And so, when you’re selling B2B products or services you need to be ready to have multiple customized discussions rather than preparing a one-size-fits-all pitch deck. 

This concept is no doubt overwhelming for small businesses looking to close sales. So, rather than pitch decks, take the time to thoroughly think out and prepare plug-and-play messaging. With this, each stakeholder receives exactly the information that is relevant to him or her, without being inundated with all of the facts. And you have a greater chance of closing the sale and leaving behind satisfied customers.


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