Tony Gray invited me onto The BD Podcast, the Global Business Development Association's show, to take business developers through three ideas from The Buyer in the Loop. Start with the customer evidence you already hold: interviews, call notes and sales conversations, pooled into archetypes across the buying group. Audit your last five losses with a reasoning model, which reads the signals without the warm glow of a good conversation. Then give the buyer a seat in the internal meetings where organisational gravity usually wins, so the loudest voice in the room belongs to the customer.
Listen on Spotify · Watch on CGO Magazine · Global Business Development Association
