Prescriptive Selling

B2B Purchasing is Complicated -
Make It Easy for Your Customers to Buy

Harvard Business Review
The New Sales Imperative

Customers today are overwhelmed by information and choice, and they struggle to make good purchase decisions. 

Download "The New Sales Imperative" featured in Harvard Business Review, to learn how suppliers can create relevant tools, messaging, and guidance to help customers at every stage of the process.

How Prescriptive is
Your Organization?

The best sales organizations adopt a prescriptive approach—guiding customers to the information, decisions, and options that matter most in the purchase decision.  Is your company providing customers the right tools and guidance to make the buying process easier?

The End of
Customer Empowerment

With access to more information and more options, customers are supposed to be more empowered than ever. But the opposite is true. In fact, customers are overwhelmed. Watch a preview of Brent Adamson's keynote from the CEB Sales and Marketing Summit to learn why B2B buying has become so hard.

Why Prescription Wins

Most sellers are responsive - they provide customers with options, and continually adjust to better meet changing customer demands along the buying process. Learn why this approach fails, and why a prescriptive approach dramatically outperforms in today's world of buying. 

The New Normal in B2B Sales and Marketing: Customer Dysfunction

Customer Interview
Starter Guide

Use this starter guide to interview your customers, document their buying journey, and identify barriers. If you already have your customer buying journey mapped, the guide can help you validate and evolve your map.

Achieve Commercial

We work with thousands of Sales and Marketing leaders across the world to help them manage the growing complexities of B2B buying. CEB partners to:

  • Train sellers and managers to activate customer mobilizers and manage the consensus sale
  • Define critical verifiers along their customer’s buying journey
  • Create insight-led commercial messages and content