The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople. HOW THE SMARTEST PEOPLE SELL DIFFERENTLY AND WIN MORE DEALS
Jan 19, 2026
Bart Prins, Chief Business Development Officer at Taylor Corporation, shares over 20 years of sales wisdom. He dives into the land-and-expand strategy, emphasizing the importance of understanding customer needs for effective cross-selling. Bart highlights the necessity of targeting ideal customers and avoiding the commodity trap through strategic qualification. He advocates for a shift in sales mindset, focusing on empathy and partnership rather than persuasion. His approach combines data-driven techniques with a focus on continuous learning and adaptation to keep pace with today’s buyers.
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Target Strategic Buyers
- Target customers who view your solution as strategic, not a commodity.
- Disqualify deals that buy via reverse auctions or don't match your buying pattern.
Land One, Attach The Rest
- Land one logical product (the locomotive) then attach related solutions (the boxcars).
- Cross-selling becomes obvious when offerings fit together logically for the buyer.
Use Behavior As A Forecast
- Look for behavioral signals that predict wins: prompt answers and willingness to gather stakeholders.
- If buyers ghost or won't provide information, respectfully disqualify the deal.