August 28, 2021

PitchLink: In Conversation with Scott McNicholas

37 minutes

In Conversation with Scott McNicholas Regional Manager – South East England & London of BSI.

Scott believes if you want to get in front of more prospects and sell more then you need to align your sales process to the way your prospects buy NOT how you sell.

Scott McNicholas

Buying has changed over the years, the recent decade seeing vast transformation in the procurement process. Firstly buyers are far more aware of available products and solutions now. However, the glut of information has also caused problems. The overload of availability also implies that it is more difficult making choices.

At the same time, the participants in a buying decision process have increased in number. Moreover, these stakeholders may have different stakes, and different outcomes that they would want to optimize. Which is why the product or solution now needs to serve different purposes for different decision-makers in the organization. So while selling has become extremely difficult in digital age, buying too has become a difficult and complex process.

One cannot ignore the fact that selling just has not kept up with customers’ expectations, mostly. Tools and processes aimed towards making selling easy have simply not been utilized efficiently to facilitate buyers’ concerns and provide meaningful solutions that serve their interests.

These and more insights you never find in the public discourse around Sales and Buying in this candid episode of The Buyer Side Chat.

Run time – 37.14 mins.

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By Subhanjan Sarkar