Episodes from Writings

Selling to Users Who Aren't Buyers: Key Strategies

In this episode of 'Tech Talks Today,' host Sarah chats with sales expert Nate Ritter about the unique challenges of selling products when the user is not the buyer. They discuss scenarios where developers use a product, but the CTO makes the purchasing decisions. Nate shares strategies for influencing both the user and decision-maker, emphasizing the importance of understanding power dynamics in sales. Listeners will learn how to equip users to advocate for the product and the significance of tailoring communication to resonate with decision-makers. This episode is essential for anyone involved in sales, marketing, or product management in B2B environments.

Selling to Users Who Aren't Buyers

In this episode of Business Unusual, host dives into the challenge of selling products when the user isn't the decision-maker. Featuring expert Nate Ritter, we explore scenarios where developers use software while CTOs make the purchasing decisions. Nate shares insights on navigating this dynamic in both small and large organizations, emphasizing the need to align sales strategies with the priorities of decision-makers, such as security and compliance. Learn how to effectively communicate the value of your product to those who matter most in the buying process. Discover key strategies for bridging the gap between users and buyers, ensuring your product gets the attention it deserves.