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What Salespeople Need to Know About the New B2B Landscape

Harvard Business Review

For a century, buying has been framed in terms of moving a prospect from Awareness to Interest to Desire to Action (AIDA). The AIDA model and its variants are the basis for sales funnels at many B2B firms. In each step, sales people are expected to perform a series of tasks, usually sequentially, in order to close.

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