Selling Above and Below the Line

Most B2B salespeople are indefatigable prospectors and terrific presenters. So, why do they often fail to address the value proposition that matters to approximately half of their potential customers? This slip happens because most B2B salespeople focus their efforts on their product or service’s end users – below-the-line (BTL) buyers – and not on their above-the-line (ATL) buyers, the senior executives who often have the final say on significant B2B purchases. William “Skip” Miller shows B2B salespeople how to re-orient their sales efforts to address the needs of both BTL users and ATL executive decision-makers.