Why Do Buyers Agonize?

Buyers have been disappointed so often that they are determined not to be disappointed by you. Salespeople have told them, "No problem," and whatever it was turned out to be a BIG problem. Websites have promised, "easy to use," and the product ended up being infuriatingly unintuitive and didn't do what it was supposed to do. via Why Do Buyers Agonize? | Revenue Journal. Stop selling. Start educating. Great article by Kristin.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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