The Buyers Agenda... NOT Yours...

By Lori Richardson Apr 30, 2004, 12:51:15 PM

Interesting reading Lisa Dennis' article Rewrite Your Sales Agenda - it's so true that many of us in sales are so focused on our own "stuff" - our comp plan, our great services and products - we often don't focus on the customer's business pain, and ultimately THEIR agenda.

I know Lisa and she's created a great reputation in the Boston area to help companies solve marketing and sales issues.

Three of my favorite points she makes:

Can your sales people draw buyers out to describe their desired state and then link your company’s products or services to that state?

· Does your company’s sales training emphasize delivery of product or service components or questioning and listening skills?

· Can your sales people “hear” and respond to a buyer’s agenda in their own language?

Have you reviewed your internal sales training system and process objectively? What are you finding?

Lori Richardson
Written by

Lori Richardson

Lori Richardson is Founder & CEO of Score More Sales, a top B2B sales strategy firm helping mid-sized companies grow revenues by solving key sales issues - like recruiting, retention, building an inclusive sales team, process, pipeline, and leadership. Lori is also the President of Women Sales Pros - a community created to increase the number of women in sales, as well as in AI-powered and sales leadership roles. She speaks to CEOs on topics such as sales growth, the power of mindset, and the importance and value of a strong sales culture. Clients include companies in the technology, telecom, manufacturing, distribution, and professional services industries. Salesforce named Lori a Top Sales Influencer in 2021 - 2025.  Lori has been named a top sales influencer over the years by LinkedIn, as well as many other companies and organizations. Her book, She Sells, is on hiring more women for B2B sales roles. Subscribe to the award-winning blog, follow her on Instagram, X, and LinkedIn.

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