Today we hear from the tremendous Tiffani Bova, Global, Customer Growth and Innovation Evangelist at Salesforce. Tiffani joins us to discuss what’s changing in B2B sales, how sales can become more human, and her strategies for capturing a potential buyer’s attention. To view this video please consider upgrading to a web browser that supports HTML5 Video How things are changing in B2B sales Tiffani thinks the shift that’s happening in B2B sales is a change in who holds the power. Back in the day, as Tiffani quips, “we’d give ’em quotes when we were ready, we’d give ’em references when we knew we had the references lined up”—today all that has changed. It’s up to sales to adapt and stay engaged with customers in this new reality. “What makes you different?” According to Tiffani, what “sales” really means is what makes you different? “If everybody is selling, and you have people who are selling computing products against you and your brand, what makes you different?” she says. How to get the attention of a potential buyer Like Tiffani discussed earlier, sales isn’t about salespeople anymore—it’s about the buyers. The challenge facing salespeople today is to personalize their outreach to each individual customer, their needs, and their pain points. Let us know what’s working (or not working) in the comments below.