The Human Side of B2B Sales
How People Inside Companies Make Buying Decisions and How to Win Their TrustBy Gen Vagula
Length2h 14m
About this audiobook
Companies do not make decisions—people inside companies do. This book explores the human dynamics behind B2B sales and how real decisions take shape inside organizations.
It explains how to identify the people who truly own problems, understand the incentives shaping their choices, and recognize how different roles evaluate solutions from operational, technical, financial, or strategic perspectives.
The book also examines how internal decision processes work. Projects move through networks of champions, validators, and risk guardians, and suppliers who understand this landscape can support their contacts more effectively.
Trust develops through reliability, transparency, and consistent performance. Small projects often become testing grounds where organizations evaluate suppliers in real conditions.
The core idea is simple: B2B sales succeeds when suppliers help real people solve real problems.
Audiobook details
Rating★★★★★ 5.0 (1)
GenreEducation and Learning
Length2 hrs 14 mins
Narrated byListen with 1,000+ voices
FormateBook with Audio
Publish dateMar 16, 2026
LanguageEnglish
Table of contents
1Acknowledgements
13Chapter 10 – Navigating Corporate Politics Without Getting Involved
2Foreword
14Chapter 11 – Timing: When Organizations Are Ready to Buy
3Introduction
15Chapter 12 – The First Small Deal
4Chapter 1 – Selling to People Within Businesses
16Chapter 13 – Consistency as the Foundation of Trust
5Chapter 2 – Finding the Person Who Actually Owns the Problem
17Chapter 14 – Long-Term Relationship Capital
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6Chapter 3 – Understanding Personal Incentives Inside Corporate Roles
18Chapter 15 – From Vendor to Trusted Advisor
7Chapter 4 – Mapping the Internal Decision Landscape
19Chapter 16 – Scaling Personal Trust Across Large Organizations
8Chapter 5 – Creating an Internal Champion
20Chapter 17 – The Quiet Advantage: Calm Competence in Sales
9Chapter 6 – Reducing Personal Risk for the Buyer
21Chapter 18 – Building a Network of Advocates
10Chapter 7 – Helping Your Contact Sell Internally
22Chapter 19 – When to Walk Away
11Chapter 8 – Listening for the Real Problem
23Chapter 20 – The Human System Behind Every Corporation
12Chapter 9 – Positioning Solutions Around Personal Wins
24Final Thought: Business Is Still Human
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