The No. 1 factor that separates B2B sales winners from their challengers is that they educate buyers with new ideas and perspectives, according to a recent report by RAIN Group.

The study, which asked buyers to reveal what tactics differentiate first-place sellers from second-place finishers, found that bringing something new and valuable to the table is the most important thing that top sales people do differently.

The newness of the ideas seems to be essential to buyers. If a seller brings valuable but not new ideas, it isn't a relatively important factor in winning sales.

The concept of educating buyers with new ideas might seem obvious, but most sellers—winners and second-place finishers—actually do it quite infrequently, according to the report. Buyers reported that only 21.5% of sales winners educate with new ideas and only 7.4% of second-place finishers do it.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji