Sales leaders should learn how buyers buy by asking about the top problems buyers discuss, the solution categories they consider, what drives their decision and how they will measure success. Listen
He framed these as questions about the buyer's role, not the product, and argued the buyer journey should be written as if the buyer did not know the product existed. He contrasted this with listening to sales calls and evaluating close rates, which he said Dini Mehta did not focus on.
“What are the top five problems or opportunities that your buyers are talking about in their role today?”
Listen to the episode Episode Sales process & deals Link to this
From Becoming a Unicorn Doesn't Happen By Chance w/ Dini Mehta (fmr CRO, Lattice).