TLDR Tech / Founders
How to influence complex buying groups
One excited champion isn't enough to close a deal anymore. Even a mid-sized sale now has to get past product, finance, security, legal, and the execs, and each of them cares about something different. Product wants clarity, finance wants the numbers to work, security wants to know it's safe, and your champion wants to not look bad for picking you. The trick is to tell one clear story and adjust it for each person, instead of using seven different pitches. Instead of asking buyers which message they like, look at how your existing customers actually decided to buy.
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