How to win over B2B influencers

The four influencers involved in the business-to-business sale process are buyers, product users, gatekeepers and sponsors, Ian Dainty writes in this series that delves into how each one can be won over. Sales must first show value and then address concerns of each group. "Selling in a B2B environment is a complex and sophisticated process. But once you understand the process, and the different influencers, it becomes much easier, and a lot more fun," he writes.

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