Episodes from Writings

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.