What Buyers Really Want: A Conversation with Renato Beninatto
Renato Beninatto and I have been having conversations for 25 years. The first was in Los Angeles in 2000, when he hired me to lead the North American sales team at Berlitz GlobalNET. The most recent? A conversation we recorded last week for this podcast, What Buyers Really Want.
Between those two milestones, we’ve had dozens of conversations across 11 countries, in dialogues with over 250 attendees at sales process workshops, and during more than a few memorable meals. One of the most special? Sharing dinner with our wives while overlooking the Mediterranean from a villa in Tuscany.
In the video above, Renato shares a wealth of insights on how to Establish Value with your customers to stay relevant in the conversation and uncover new business opportunities with both existing and prospective clients. This research is based on 60 meetings with buyers conducted in Europe, North America, and Australia.
If you’ve been wondering:
- How do today’s buyers really make decisions?
- Where can I bring more value into my customer conversations?
- What’s changed (and what hasn’t) in buyer behavior?
Renato and I cover these topics, and tactics to improve your results.
After you watch and listen, please reply and let us know:
- What parts of this exchange resonated the most for you?
- How are you working to establish value with your customers today?
Until next time, thank you Renato!
