Influencers may be buying features, but budgets are being approved to buy one of the four things.  When sales training programs urge sales to call high, they are asking them to talk business-to-business people, and these four things should be central to the discussion.  When they’re not, the discussion is short, often hijacked by a technical influencer, and leads to repositioning you and your sales team at the influencer level, long term.  It’s simply a demotion.

© 2011, David Stelzl