Insights
Articles for salespeople who sell complex, specialist or technical products — and the managers who lead them.
B2B buying decisions are rarely made on technical merit alone. Understanding what actually drives them, risk, trust, politics, and personal consequence, changes how you sell.
Salespeople selling complex or specialist products often know more than anyone in the room. The challenge is communicating that knowledge in a way that influences decisions rather than overwhelming the people who need to make them.
Most account managers are excellent at maintaining relationships. Far fewer are good at growing them. The difference comes down to one thing: understanding the customer's business, not just their account.
Technical presentations are often accurate, comprehensive, and completely ineffective. The problem isn't the content. It's the structure.
Good discovery isn't about finding out whether the customer has a need. It's about understanding their world well enough that you help them think differently about it.
Customers disengage not because your product is wrong, but because the conversation stopped being about them. Here is what is really happening, and what to do differently.
Technical knowledge is a commercial advantage, but only when it is used to explore the customer's world rather than explain your own. Here is how to make that shift.
Selling something complex does not require the customer to understand everything about it. It requires them to understand why it matters to them. Here is how to make that connection.
Salespeople selling complex or specialist products often have deep expertise and genuine credibility, but struggle when conversations move into commercial territory. Here is what that gap is really about, and how to close it.
Customers do not disengage because your product is wrong. They disengage because the conversation stopped being worth their time. Here is what is really happening, and what to do about it.
Tell us what's happening with your team. We'll tell you whether we think we can help.
