William "Skip" Miller
Selling Above and Below the Line
Convince the C-Suite. Win Over Management. Secure the Sale.
HarperCollins Leadership, 2015
B2B must learn to sell to below-the-line (BTL) and above-the-line (ATL) buyers.
Most B2B salespeople are indefatigable prospectors and terrific presenters. So, why do they often fail to address the value proposition that matters to approximately half of their potential customers? This slip happens because most B2B salespeople focus their efforts on their product or service’s end users – below-the-line (BTL) buyers – and not on their above-the-line (ATL) buyers, the senior executives who often have the final say on significant B2B purchases. William “Skip” Miller shows B2B salespeople how to re-orient their sales efforts to address the needs of both BTL users and ATL executive decision-makers.
About the Author
William “Skip” Miller is president of M3 Learning and also wrote ProActive Selling and ProActive Sales Management.
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