AB Formula

  In B2B sales, the person sitting across the table from you may be important. But they may not be the person who ultimately decides whether you win. The Person You Meet Is Not Necessarily the Buyer A business purchase can involve people who: identify the problem influence the evaluation use the solution evaluate technical feasibility control or justify the budget negotiate commercial terms manage risk approve the purchase or have the authority to stop it And these roles can sit with different people. Sometimes one person performs several roles. Sometimes several people share one role. The larger and more strategic the purchase, the more complicated this becomes. That is why “Who is the decision-maker?” is often too simplistic a question. A Simple Case Study Consider a company evaluating a new enterprise technology solution. The salesperson initially speaks with the business head who has identified a problem. The business head becomes interested. From the salesperson's perspective...

  The best salespeople don't necessarily have the best answers. They know how to ask the questions that uncover the answers.  You walk into a customer meeting. You have prepared your presentation. You know your product. You know your pricing. You have rehearsed your pitch. Then the customer says:   "Tell me what your solution can do." Most salespeople start talking. The better response might be: "Before I do that, can I understand what you're trying to solve?" That small difference can completely change the conversation.   The problem with asking the obvious questions Most salespeople have a list of questions. What's your current solution? What are your requirements? What's your budget? When are you looking to implement? Useful questions. But they often produce information , not insight . A stronger salesperson tries to understand what is happening behind the answer. For example: "We're looking to replace our current provider." Inst...

Most salespeople start with what they want to sell. Great enterprise salespeople start with understanding how the buyer buys. You have a great product. You have a strong pitch. Your pricing is competitive. Your presentation looks perfect. And yet the deal doesn't move. Why? Because enterprise sales isn't simply about convincing someone to buy. It is about understanding how an organisation makes a buying decision.   There may be users, influencers, technical teams, procurement, finance, business heads, legal teams and ultimately a decision-maker. And every one of them may have a different question. So before you start selling, answer these 8 questions. 1. Who is actually involved in the decision? Don't assume the person taking your call is the buyer. They may be a user. They may be an influencer. They may be evaluating your technology. They may simply be gathering information. Or they may have the authority to kill the deal—but not approve it. Map the decision-making uni...

Most salespeople learn how to sell. Very few, I repeat, very few learn how customers actually buy. Every salesperson wants to improve their pitch. Rehearse presentations. Refine demos. Negotiate harder. Yet, many still struggle to close enterprise deals. Why? Because they focus on their sales process instead of understanding the customer's buying process . Enterprise sales doesn't begin when you make the first call.... It begins when your customer decides they might have a problem worth solving. And that's how an approach changes.  The Biggest Mistake in Enterprise Sales Not asking a simple question: How does my customer actually make a buying decision? Once you understand that, your sales strategy changes completely. Before preparing a proposal or presentation, understand these four things. 1. Who is involved in the decision? Enterprise purchases are rarely made by one person. A buying decision may involve: End users Business leaders IT teams P...

Understanding how the world really works. Turning insights into practical frameworks. Every day, we make decisions. Some are small. Some change our lives. Yet very few people teach us how things actually work. How are leaders really hired? How are million-dollar sales actually closed? Can someone rebuild life after 40? How do successful people make difficult decisions? These are the questions that matter. And they're the reason AB Formula exists. What You Won't Find Here You won't find motivational quotes. You won't find recycled theories. You won't find generic advice copied from the internet. Instead, you'll find practical lessons learned from people who have actually built companies, closed deals, led teams, recovered from failure, and made difficult decisions. The AB Formula Every article... Every interview... Every conversation... ...ends with one thing: A practical framework that you can understand, remember, and apply in your own life....