Top 5 sales techniques B2B that no longer work

Business practices in B2B are evolving at high speed, with the combined effect of digitalization of purchasing routes, professionalization of customers and increased mistrust of intrusive approaches. Several techniques still common a few years ago no longer produce the expected effects. This shift is not the result of a general rejection of historical methods, but of a structural change in expectations: proof of immediate value, autonomy in choi…