Interview: The importance of Discovering Critical Business Issues - Great Demo

Interview: The importance of Discovering Critical Business Issues

Listen to the recent interview of Peter Cohan by Tom Meerstadt of Cuvama where he shares practical tips to avoid “No Decision” outcomes. They explored:

  • 2023 sales (and buying) challenges
  • Changing our thinking for 2024
  • No Decision outcomes – 45% in typical years
  • Three discovery elements that yield No Decision results
  • Critical Business Issues as the main reason for No Decision outcomes
  • The difference between pain and Critical Business Issues – an automobile example
  • Another example: A Head of Sales
  • Tips for uncovering Critical Business Issues
  • Using “why?” and other insightful questions
  • The impact (and challenges!) of Job Title level on uncovering Critical Business Issues
  • Why isn’t sufficient discovery done in most organizations?
  • What about call recording tools?
  • Learning takes place by doing!
  • Three discovery elements reprised

You can watch this 25-minute interview here. Enjoy!

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