Selling in our industry has moved on from pitching the features and specs to an engineer. Now it’s more likely to be a non-technical business buyer holding the chequebook – and they’re making their decisions based on a wide range of factors. How can your sales teams engage in the modern B2B sales process to maximise success? We hear from top sales expert Shaun Thomson (CEO, Sandler UK) on how to sell effectively to business decision-makers in complex B2B technology deals.
