Guide to Ten Books for Complex B2B SalesGuide to Ten Books for Complex B2B Sales
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Before proposing work to a business, ask what happens if the customer leaves the problem as it is. Neil Rackham's SPIN Selling is useful reading for that conversation: it examines how questions about a problem's implications help develop an understanding of need.
A contact can understand the need and still have colleagues to bring into the decision. The Challenger Customer, by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman, focuses on building agreement within the buying organisation. If several people must approve your proposal, identify whose agreement is still needed before choosing the next sales technique.
I've included both in a guide to ten books for complex B2B sales, with publisher links and notes on each book's use and limits. I publish the guide; AI assisted the research and writing. https://topmoller.com/articles/sales-books-for-complex-b2b-deals/?utm_source=contra&utm_medium=community&utm_campaign=sales-reading-202610&utm_content=need-and-agreement

topmoller.com

10 sales books for complex B2B deals | Jacob Top Møller

Choose a sales book for the work in front of you: discovery, buyer champions, internal agreement or a decision that keeps slipping.

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