B2B Sales and the Dance

For as long as anyone can remember, sales leaders have sought a way to ensure their team wins deals. They spent a lot of time and money developing a linear sales process that promised salespeople could consistently win deals simply by achieving the outcome of each opportunity stage. The fallacy is that the linear sales process disregards any other variables, including the quality of the salesperson, the value of the conversation to the client, and other elements that cannot be defined by a simple checkbox.

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