How well do you know your customers? If you want a better relationship with them, you must have a strong understanding as to who they are. If you understand the motivations, desires, and needs of the people on the other end of the transaction, you can influence them and close more of those transactions. Creating and including buyer personas into business strategies are a way for businesses to better understand their customers. These personas are essentially profiles of the id

At our February #SmallandMightySummit, we were lucky to host Ted Nikolakakos, VP of Sales at Salesforce, where he mentioned what the biggest change has been for B2B sales in recent years: that customers don’t want to talk to sales professionals anymore. Thanks to the internet, customers now have access to information so that they’re more informed than ever before. As a result, salespeople come much later in the sales cycle and more so, the sales cycle is no longer in tune wit