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  • Duane Cashin

The Language of Decision Makers

Updated: Jan 21




When I first started in sales, part of the job required learning everything we could about the product or service we were selling.


Prospects utilized sales people as a source of information about new technologies and how they could be used to help them solve their problems. Our objective back then was to become a “walking & talking brochure”.


In today’s B2B world though, it’s just not enough to know everything about the features and functions of your product or service. Phrases like “Our product has been rated highest in quality, and our service is the most responsive” may be true, unfortunately, they lost their relevance as soon as everybody started using them.


Today’s business decision makers do a lot of research. They understand the ups and downs of business. They know what drives their market. If they didn’t, they wouldn’t be in their positions for very long. They probably know a lot about what you are selling too.


B2B is business to business, not business to sales. Decision makers don’t have a lot of extra time set aside for you to sell to them. They want to talk business. If you want to get their attention, impress them with your knowledge of business and trends in their market. Strive to understand their perspective on ROI, the customers they serve, and their business drivers.


​Today, salespeople have to be business people too. That means spending time on research, and understanding business fundamentals.


Consistently top-performing sellers focus on several vertical markets. They research and study the trends, issues, and opportunities in those markets. That knowledge prepares them to have excellent and meaningful business conversations with decision makers.


This approach just keeps getting more and more powerful. In other words as the momentum of focusing on several vertical markets continues to build you get to a point where you are leveraging all your knowledge with every prospect you work with. You begin leveraging the economies of scale, you become very efficient and as time goes on the time required for research will lesson.


The advantage of this approach is two-fold. Decision makers are more likely to agree to meet with you and listen to your timely insights when you speak their language and have insight into their world.


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