Sales

Every sales leader I talk to at the moment is struggling with some version of the same issue. The symptoms are different, but the underlying cause is the same. - Sales cycles elongating - Deal slippage - Prospects not showing up to meetings - An uptick in ghosting - Poor forecast accuracy - A drop in deal volumes - A drop in conversion rates What's actually happening out there in Buyer land? I've been delivering win-loss reviews for B2B companies around the world since 2011 and I'm seeing buyer behaviours I've never observed before... Let me break down some of them quickly for you and share some guidance on how to use these lessons to your advantage: Trend #1: Risk has jumped up the decision tree in order of importance, to the very top of the list for many clients, even more so when it's a new vendor. Action: Go deeper on risk in your discovery conversations, recognise that risk is both organisational and personal...find ways to better manage, mitigate and share risk with your clients...Be the low risk option. Trend #2: Value for Money, Responsiveness and Cost are consistently selected as the most important decision criteria by many clients. Action: Responsiveness should be an easy one to get right, but many sellers are stretched too thin right now...do less, but do it better. Trend #3: Change in Strategic Direction is the most frequently cited reason for customers coming to market for a new solution at the moment. Action: Try to reverse engineer this reason, to understanding what caused this change in direction and what it actually means for the business. These are your keys to the kingdom, when building a rock solid business case. Trend #4: Feedback from Peers and Colleagues has emerged as the most trusted information source for almost all respondents. Action: Case studies and customer references are losing their luster...find ways to tap into the trust which prospective clients have in their own peer network, as a way to unlock deeper connections and build trust. Trend #5: Customers are demanding more detail in the proposal documents, tender responses and business cases which they are receiving. Action: Put in the work, avoid the cookie-cutter responses, find your win themes and weave them in, share the detail they need to make an informed decision. I haven't got a crystal ball, so I can't tell you if/when the pendulum will swing back the other way, from a buyer behaviour perspective. What I can tell you with a high degree of certainty is that prospective customers have raised the bar, in terms of their expectations from their vendor partners. It's our job now to to elevate the preparation, patience and professionalism of B2B sellers everywhere, to meet these changing needs and maintain our relevance to the customers we serve.

Trust isn't complicated. But most people get it wrong. Let me explain. I analyzed 500+ sales conversations and found something shocking: The highest-performing reps weren't using fancy trust-building techniques. They were using these 3 simple triggers that nobody talks about: 1. Real-time validation 🚫 Not customer logos 🚫 Not case studies 🚫 Not testimonials But showing prospects LIVE: → Who's viewing their content right now → Questions others are asking → Active engagement metrics Result? 73% higher meeting show rates. 2. Reverse referrals Instead of asking for referrals, document exactly: → How others found you → Their specific journey → Their exact results I tested this with 50 prospects: ✅ 41% response rate ✅ 28% meeting rate ✅ 19% close rate 3. Ambient reassurance Small, consistent actions that build trust: → Weekly performance updates → Public progress tracking → Regular capability proof My team's results: ✅ Trust scores up 47% ✅ Sales cycle shortened by 31% ✅ Close rates increased 22% Here's what nobody tells you: Trust isn't built through big gestures. It's built through small, consistent actions that prove you're reliable. I implemented these triggers last quarter: → Pipeline increased 52% → Close rate jumped 31% → Average deal size up 27% I’ve broken down this full framework above so you can study it, save it, and start applying it immediately. Remember: While others focus on complex trust-building strategies, these simple triggers consistently outperform. Ready to transform your trust-building approach? Let's connect. #SalesStrategy #TrustBuilding #B2BSales #GrowthHacking #RevenueLeadership

In the last 10 years, I managed over 100 accounts myself and probably interacted with over 2000 that my team manages. After building 100s of relationships, I've discovered something surprising. Trust isn't built through grand gestures or perfect presentations. It's built through consistency. Research shows when B2B customers view a vendor as a trusted adviser, they generate 1.5x greater revenue and are 2.5x more likely to repurchase. But here's the shocking part: only 31% of B2B customers believe their vendors truly understand their needs. This gap isn't just concerning, it's a massive opportunity. There are four pillars that transform ordinary vendor relationships into unbreakable partnerships. 1 - Competence Not just expertise, but applied knowledge that solves real problems. As Samuel☔️ Thimothy wisely noted, "Your goal as a business is to prove to your customers that you're their best shot." 2 - Integrity In B2B, where multiple stakeholders are involved, ethical consistency isn't optional, it's essential for survival. 3 - Reliability Meeting deadlines isn't just about calendar management, it's about proving your client can build their success on your foundation. 4. Empathy Understanding your client's business as if it were your own. This isn't just good service; it's good business. I recently read the story of a global packaging supplier who revolutionized their approach by creating a dedicated insights department. Instead of just delivering products, they delivered market intelligence. The result? Their customers now view them as indispensable partners, not interchangeable vendors. Building trust isn't an event, it's a daily practice. It's delivering slightly more than promised, consistently over time. It's acknowledging mistakes quickly. It's celebrating your clients' wins as if they were your own. Kelly Van Arsdale put it perfectly: "The more reliable and professional you can be, the more likely someone is to continue being a customer." What's one small consistency you could implement tomorrow that would build trust with your clients? Share in the comments, I'd love to learn from your experience. __ ♻️ Reshare this post if it can help others! __ ▶️ Want to see more content like this? You should join 2297+ members in the Tidbits WhatsApp Community! 💥 [link in the comments section]

After 7 years of navigating sales and leading teams in price-sensitive markets across Southeast Asia, I've broken down my experience into these 10 lessons: 1. Leverage real-world examples: When addressing prospects' questions, anchor your responses in actual experiences with other clients. This illustrates social proof without sounding boastful. 2. Showcase intimate understanding: While discussing your product, be tactical, not theoretical; see #1. Display an in-depth understanding of the problem and the client's workflow. 3. Demonstrate first, ask second: Highlight the efficacy of your solution without pushing clients into an immediate commitment. Consider giving consultations, hosting workshops, delivering event talks, or writing articles. 4. Engage, don't oversell on LinkedIn: Stay active on LinkedIn, but refrain from frequent direct selling. Instead, genuinely engage with prospects' content and assist them. Ideally, they shall approach you first. 5. Outbound sales done right: If reaching out, ensure you a) contact 3 to 4 individuals within target organizations, b) A/B test email content and subjects, and c) follow up 3 to 4 times. Rinse and repeat. 6. Emphasize social proof: Populate your digital channels with client testimonials. Create a prominent “Wall of Love” on your website to host all testimonials and case studies, then distribute these across emails, ads, website, social media, blogs, and onboarding materials. 7. Build a lot of social proof: Consider the following to gather more testimonials: a) Offer to draft them for your client, b) Provide services at a reduced/no cost initially, and c) Incentivize the sales team not just for closing deals but also for acquiring testimonials/case studies. 8. Experience on the ground matters: Invest time in your target markets. Begin pitches by sharing personal anecdotes and what you cherish about that particular country. 9. Optimize commission structures: Continually refine your commission structures. Experiment until you find the sweet spot where the team is incentivized optimally for maximum output. 10. Streamline your deck: All supplementary slides should be in an appendix, displayed only if required. The deck structure I like follows this: a) introduce you and your company b) the as-is state c) why existing solutions are not effective d) requirements for the new world e) your solution f) demo g) social proof h) next steps What have I missed?

One of the best parts of my job is interacting with the sales team—professionals responsible for closing multi-million-dollar deals. While working with them, I’ve observed a fundamental truth: 👉 Clients don’t buy products. They buy trust. Think about it. When a client first interacts with an account executive, they don’t immediately evaluate the features of a solution. They evaluate the person in front of them. 🔹 Do they seem genuinely interested in solving my problem? 🔹 Do they understand my challenges beyond just a sales pitch? 🔹 Can I trust their recommendations? If the answer to these questions is yes, the deal is already halfway won. Here’s what I’ve observed from top-performing sales professionals: 🎯 They don’t sell. They solve. Clients don’t want a product demo; they want a solution to their pain points. The best sales professionals position themselves as problem-solvers, not sellers. 🎯 They listen more than they talk. The most persuasive people are the ones who don’t rush into a pitch. They ask meaningful questions and truly absorb the client’s needs before responding. 🎯 They make trust their strongest currency. Trust isn’t built in one meeting. It’s a combination of consistency, transparency, and follow-through. When clients believe you have their best interests in mind, they don’t hesitate to move forward. 🎯 They make complex things simple. Selling an IT solution isn’t about bombarding clients with technical jargon. The best sales professionals simplify the message and make it relatable to the client’s business goals. 🎯 They focus on relationships, not transactions. Winning a deal is great, but building a long-term partnership is even better. The best sales teams focus on value, not just revenue. At the end of the day, a successful deal isn’t about convincing someone to buy—it’s about helping them make the right decision. What’s the most valuable sales lesson you’ve learned in your career? Let’s discuss! #SalesLeadership #ClientSuccess #TrustInBusiness LinkedIn LinkedIn News India LinkedIn Guide to Creating

Sellers often mistake connections for relationships. Here are 5 ways you can build high-impact relationships, whether they’re specific to an opportunity, or they’re part of your greater network. ✅ Map out the relationships you have for a specific opportunity. I do an exercise with clients where we build out their relationship ecosystems and buying roles in an opportunity. This will give you a picture of strengths and gaps. Mapping your relationships doesn’t need to be time-consuming; it will pay off by helping you accelerate progress and reduce risks in your opportunities. ✅ Assess for gaps and get beyond the typical silos. You might be building relationships only where you’re most comfortable. Your success will be in getting beyond your comfort level; you can do that by assessing and filling in relationship gaps. In mapping your relationships you’ll see patterns. For example, you may see a pattern where you’re selling only one product or solution to one type of role. You’re siloed and likely missing many other relationships. This is especially important if your growth strategy includes expanding different products or services within your client base. ✅ Build your strategic alliances. This one strategy has made a significant difference in both the quality of my relationships and the quality of the opportunities I’m able to create. Do you have alliances outside of your organization, with other providers serving like clients? A way to begin is by creating a list of the tangential providers who sell non-competitive products or solutions to your clients and verticals. From there you can assess which ones are the most promising and begin building those relationships. ✅ Focus on deepening relationships with current clients. In the quest to always earn net-new clients, deepening relationships with current clients is often forgotten. But this can be the best source of continual, high-quality opportunities. One strategy is to create a list of your top ten clients and then create a relationship map for each one. See where you can uncover new relationships and new ways to serve that client. You’ll amplify your success with a client where you already have trust and credibility. ✅ Aim higher in the organization. You might be used to working in the middle of an organization, and in many cases that may be where your decision-makers are. But you can (and should) build awareness and relationships at the higher levels of an organization. Ways you might start this process include introductions on LinkedIn, sharing of research and insights that can improve their business, or a request for a higher-level leader to join your next account review or project meeting. To get started, choose one of your top clients and begin working through at least one or two of these strategies with that client in mind. It will undoubtedly open more relationships and also opportunities to serve your client and win high-value business. #ModernSeller #Sales #Relationships

The biggest mistake I made in business development? (And the one I see others make every week…) Asking for the business before I gave any value. ❌ I’d pitch. ❌ I’d present. ❌ I’d try to impress. But it rarely worked, and never felt right. What I finally learned was this: You don’t earn trust by selling. You earn it by giving, long before you ever make an ask. So, if you want to become the kind of advisor clients  seek out… ✅ Start with value.  ✅ Lead with generosity.  ✅ Then let trust do the rest. Here are 8 of my favorite ways to offer value before  asking for business: 1. Make a Strategic Introduction → Connect them to someone helpful. Your network  becomes part of your value. 2. Ask for Their Perspective → Curious questions create more respect than pitch  decks ever will. 3. Send a Thoughtful Surprise → A book, a note, a resource. Relevance shows you’re  paying attention and that matters. 4. Share Tailored Insights → Generic = forgettable. A timely idea, just for them, can  open big doors. 5. Invite Them to Something Exclusive → Roundtables or niche events. Scarcity adds value.  Inclusion builds connection. 6. Host a Problem-Solving Session → Brainstorm a real issue together. Let them experience  your thinking in action. 7. Offer a Mini-Diagnostic → Spot something they didn’t know was broken. It  reframes you from seller to solver. 8. Provide a Sample of Your Service → No pressure. Just a preview. Let them feel the value  before the ask. Here’s the shift: Don’t try to close a deal. Try to open a relationship. Give first.  Then give a little more. And I promise the results will take care of themselves. 👉 Which one will you try this week? ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf 

I’ve learned something very different — Modern buyer doesn’t need another rep who talks fast. They need an advisor who thinks deep. Because the VP of Supply Chain or the Operations Head isn’t buying your pitch. They’re buying peace of mind. They want someone who can identify and eliminate risk before it costs them money, time, or clients. The biggest breakthrough in my sales career came when I stopped walking into meetings with a “presentation” and started walking in with a diagnostic mindset. I replaced my script with a single promise: “I’ll listen before I speak.” That one shift turned every meeting into a discovery session instead of a sales pitch. Now, I ask questions that don’t just confirm a problem — they expose the cost of not fixing it: “What’s the most frustrating bottleneck in your current shipping process?” “If that 48-hour delay happens again next quarter, what’s the exact impact on your inventory turns and retention metrics?” And then… I go silent. That pause, that uncomfortable moment of quiet does the real work. It forces the client to think deeper, to quantify pain, to reflect. And when they speak again, they often reveal the real issue no one else has touched. Top-performing sales professionals spend 57% of conversations listening and only 43% talking. That’s the golden ratio of trust. Because listening doesn’t just make the client feel heard. It makes you the only person in the room who actually understands their business. So, the result? Our deals got bigger. Our relationships got stronger. And our customers stopped treating us like vendors — they started treating us like partners. In freight and logistics, the difference between a rep and a leader is simple: One talks. The other solves. Stop selling. Start solving. That’s how you win in this business — one conversation at a time. What’s one question you ask in every sales meeting that always gets your prospect thinking? #SalesLeadership #FreightSales #Logistics #B2BSales

I interviewed 150+ B2B buyers in the last 6 months. Here’s the most surprising thing I learned: AE's asking for a 30 minute demo call kills pipeline For a buyer, 30 minutes is a HUGE ask. And if you are using a scheduling link and making them wait 2 weeks for that call, you're dead on arrival.    There are over 1,000,000 sales reps in the United States. These 30 minute demo calls add up to millions of decision maker hours every month. You need to use your buyers time (and attention) more responsibly Buyers want instant answers. They do not think 30 min is fair ask just to get clarity on a few questions The problem isn’t the demo but how and when you do it. Here’s what's actually working for sellers today: 1. ChatGPT: Get the answers to your qualifying questions on ChatGPT and spare the buyer with obvious questions 2. Trust : Use the time to build trust and “really” understand the buyer needs. Ask “What value can I provide you with today to earn the right to another call?” 3. Actively Listen: Let the buyer speak. Listen between the lines. Record the call and listen to it again. 4. Reduce time: Reduce the time for discovery calls to 15 min but try to do it within 24-48 hours 5. Solve problems : 30 minutes isn’t enough to build trust. Trust develops over repeat interactions through consistent problem-solving. Get the process started. 6. Many 15 min calls: Try to do multiple 15 min calls with emails or slack. Use the cadence that works best for the buyer to get immediate value. 7. Provide Micro Value: In every call try to deliver something of value - content, free demo, insights, recommendations or introductions. Ask how you can be useful. When buyers reach out they are often looking for expertise and not a demo Sooner they get the answers, the faster they can move through the buyer’s journey Don’t try to slow them down with relentless qualifying questions or irrelevant demos. The future of sales will not be driven by 30 min demo calls It will be won by sellers that respond fast, solve real buyer problems and earn trust in every interaction.  At Zeer AI, we are building research tools that make this future possible. Until then review your content for the 30 min demo calls and keep earning the right to your buyers time.

The day I finally understood how trust really works, everything changed for me as a CSM. In my first Customer Success role, our leader had us read a book before our team offsite: The Trusted Advisor. Short. Simple. Game-changing. Inside was something that flipped a switch for me, the Trust Equation: Credibility + Reliability + Intimacy / Self-Orientation For the first time, trust wasn’t a feeling, it was something I could build intentionally. So I made a move, and this changed how I worked with customers: I wrote each element of the equation into their account. And every engagement became a chance, an opportunity to build on trust with purpose. Here’s what that looked like in real life ✅ Credibility Know your stuff. Speak with clarity. Bring insights, not just product updates. → When a customer asks how to achieve a specific outcome in your product and you clearly walk them through 2-3 workflows that get them there. → When they ask, “What are other customers like us doing?” and you give just the right amount of relevant context and detail. ✅ Reliability Do what you say you’ll do. No surprises. No dropped balls. → You follow through after every meeting. → You send the recap. → You make the intro. → You deliver on that one thing they asked for, even if it seemed minor. ✅ Intimacy Be human. Build connection. Care about what matters to them. → You remember their kid’s name. → You know they’re prepping for a board meeting next week and ask how it’s going. → You lead with empathy, not agendas. 🚫 Self-Orientation Don’t make it about you. Ever. → You don’t flex your product knowledge to sound smart, you share what helps them win. → You don’t push your goals, you stay focused on theirs. Every CSM wants trusted relationships. Not every CSM builds them on purpose. This equation gave me a new level of intention. What’s one small way you can build more trust? ________________________ 📩 If you liked this post, you'll love The Journey. Head over to my profile and join the thousands of CS professionals who are along for the ride as I share stories and learnings going from CSM to CCO.