If there’s one thing I’ve learned over 25 years of selling, it’s that customers buy on their time, not the seller’s time. Effective B2B sales strategies can influence the timing and remove much of the friction, but any attempt to fundamentally alter their timing backfires. In today’s Zero Moment of Truth (ZMOT) world, sellers must learn patience and how to pace the process. Selling organizations must adjust the approach to align their sales cycle to match the customer’s timing. Doing this...
