The Struggle Is Real: Customers Have Difficulty Actually Buying
Sales Hacker
MAY 3, 2021
There’s a myth that corporate buyers hold all the power over vendors – that vendors struggle to sell. However, perhaps it’s the other way around: buyers struggle to buy. “As hard as it has become to sell in today’s world, it has become that much more difficult to buy,” notes Brent Adamson, Distinguished VP, Advisory, Gartner. “The single biggest challenge of selling today is not selling, it is actually our customers’ struggle to buy.”.
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