April Dunford

📊 To win a B2B deal, companies must position against three options: sticking with the current solution, choosing a new solution, or doing nothing. Demonstrating differentiated value, reducing the pain of change, increasing customer’s confidence, and decreasing deal risk are strategies to combat these options. Companies should help buyers understand trade-offs, manage stakeholder objections, and offer direct recommendations. Breaking deals into smaller phases and offering guarantees or proof of concept can reduce perceived risk. ????