B2B sales teams focus on features and logic, but C-suite executives make decisions based on emotions first, then rationalize them later. Ignoring the human side costs you deals.
features that we deliver. And they lean so much into that, that they forget that it's actually people on the other end of the line that are making decisions. And those people are still emotional animals. And so we still make decisions based on emotion. We oftentimes then justify it with logic. But the ability to sort of recognize that those decision makers, even when they're C-suite decision makers that might have a very impressive resume, they're still people after all.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
