Large companies (especially in the tech sector) are conducting layoffs and cutting costs. For sales teams selling to clients in cost-cutting mode, this requires new tactics. B2B sellers must recognize that a slow economy creates different kinds of opportunities: that buyers’ time horizons become shorter, their willingness to take the risk of working with a new vendor goes down, and their focus on core, profitable business units go up (making it harder to sell to experimental or peripheral businesses within a larger company). Sellers need to avoid a spread-the-peanut-butter approach…
