If buying your product/service feels unfamiliar or risky to your prospects, they welcome a consultant expert, but not cold-callers or appointment-setters. Build a team of trusted expert sellers instead. 602.374.3020 Our clients sell business-to-business, in highly-considered purchases (enterprise software, capital equipment, differentiated components, professional services, medical devices, and differentiated pharma). In these buying environments, your offer is often perceived by someone on the buying "committee" to be risky (to them or the company), new (to them or the company), or complex (technically or organizationally). These buyers make up the 21% of B2B buyers who INVITE salespeople in early: at the "understand my needs" stage. They want a knowledgeable expert to help them understand their business, and the outcomes they should expect. If you approach them with cold-callers or junior appointment setters, they still want to engage with a trusted expert...it's just not going to be anyone from your company. Imagine having a team full of those elite sellers who consult and co-create solutions with your customers. Imagine that 100% of your salespeople know exactly how much each customer has estimated they will achieve, what your deal-winning differentiation is -- and how much your differentiation is worth to each customer. What would your sales look like? If you priced your offers based upon the value you create, what would your margins look like? Selling value isn't something that only 10-15% of your sellers are able to do. Selling value and value-based pricing is something that 100% of sellers can learn. The biggest challenge is raising your exceptions.