A buyer’s experience with a sales rep can make or break a deal. In a recent study, we found that 36% of losing vendors could’ve won the deal by making a change during the evaluation process. Most often, buyers attributed the loss to something in the sales experience – even above price or product feature! But when you ask a sales rep, they’ll likely attribute most losses to something beyond their control – like price, missing product feature, or timing. The experience your sales rep creates with the buyer is crucial!

So how can you empower your reps to create the right experiences for your buyers? How can you help them build trust, differentiate from competitors, and really demonstrate value throughout the sales process?