B2B Sales – Don’t focus exclusively on one decision maker

Linkedin emailed me this resource and I really appreciated a statistic in the Chapter 1 summary (read the full article here).

“The average B2B sales opportunity has 5.4 decision makers involved.”

This is something we’ve absolutely observed here at Zeeko. It becomes especially true when selling to any company that has outgrown being owner-operated. In application, the big takeaway here is the value of creating authentic B2B relationships with multiple employees at the same company. Don’t focus exclusively on the person who you assume is at the top of the company organizational chart. Make multiple friends at the company, get them on your side, and they’ll sell you to their company.