Role based approach – Key to success in institutional sales

By Professor Soumyadip Chakraborty of WSB

In my years of experience in B2B selling, I have got chance to analyze many situations where the sales attempt had failed. Sometimes I had been a part of such endeavors, but more often I had to do a post-facto analysis of the pursuit. I had seen a common factor in many of these failed sales attempts – the sales person didn’t have any clue of the decision process. They met a few people they thought were important, or they participated in the bidding process almost blind-folded and then met the bidding manager. However, in the B2B context that means committing hara-kiri.

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