My next guest on Sales Talk For CEOs is Brent Adamson and he’s got some revolutionary ideas about B2B enterprise selling. 

Brent explains decision maker confidence is the main barrier for B2B teams to close deals. The three factors eroding confidence are complexity, information overload and value opacity or consensus on the value of the desired outcome.

So stop selling product benefits. You need to propose a framework that starts with consensus on the value that the solution will deliver and builds a picture of the steps, and barriers to delivering that value. 

By the same measure, help the customer make the best decision and if that’s not your product, get to that answer as quickly as possible.

Stick around to learn what your sales teams need to do to overcome this crisis of confidence. 

Highlights: ...