In Part 2 of the CEB Sales Roundtable, we discuss how B2B buyers are becoming more complex—and what we need to do to make the sale. The transcript is below or you can listen here.

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At the recent CEB conference in Las Vegas for sales leaders, I participated in a Sales Roundtable with Brent Adamson and Nick Toman, the authors of The Challenger Sale and The Challenger Customer, and Lori Richardson, CEO of Score More Sales.

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A massive clap of lightning awoke me from a dead sleep at 3 am. It was pouring outside. I responded as I always do in a storm—rushing downstairs to unplug my computers, hoping they weren’t already fried.

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Have you ever been totally stuck, without a clue about how you’re going to handle a challenging situation? I’ve been there a thousand times. You’d think, after all these years in this business, I’d finally have it all figured out.

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