Updating your sales playbook to address the changing dynamics of buying group decisions can help you close more deals by understanding who holds the decision-making power.
More than 40% of B2B deals get stuck due to lack of consensus among the six to ten people involved in buying decisions, highlighting the need for alignment.
Hidden Buyers, who hold nearly half of all decision-making power, prioritize peace of mind and reliability, making them crucial to the B2B sales process.
Target Buyers are more innovative but require support from the rest of the group to take risks, otherwise decisions become stalled.
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