The 2 things you must know about your customer's buying journey


9.00 am GMT: As a result of joining this event, the participant will emerge with a better understanding of how to diagnose their B2B customer's buying processes - which will in turn enable them to implement more effective sales strategies.

Recommended audience

All Sales Professionals

Type of audience

UK and International


Understanding complex B2B sales: There are two critical things every B2B salesperson needs to know about every customer's buying journey: whether an eventual purchase is inevitable or discretionary, and whether their prospect is embarked on a familiar or unfamiliar buying journey. The answers to these two questions have a profound impact on your sales strategies and tactics. This webinar will equip B2B salespeople and sales managers to diagnose and deal with these critical success factors.

Key takeaways

  • How to determine whether your customer is making an inevitable or a discretionary purchase.
  • How to determine whether your customer is on a familiar or an unfamiliar buying journey.
  • Why these two datapoints are so important.

CPD Points

CPD Points: Two (when attending live) or one (watching the recording)


Bob Apollo FF.ISP, Chief Outcomes Officer, Inflexion-Point Strategy Partners

Bob Apollo is the Founder and Chief Outcomes Officer of Inflexion-Point Strategy Partners, a UK-based sales effectiveness consultancy. Bob works with CEOs and sales leaders of ambitious B2B-focused sales organisations, encouraging, equipping and enabling them to implement a business-outcome-focused mindset across their sales organisations.

Please note that if you are not a member of the Institute of Sales Professionals and book a ticket, our members will take priority and, in the event of reaching full capacity, you may be contacted closer to the event to cancel your booking. To ensure you are able to attend all events, contact for more information.