The classic B2B selling model is to “fill the funnel” with a list of leads and opportunities and gradually move each of them down the funnel into more and more likely sales.
But the truth is that within any single business organization there are many different actors, and everyone has his or her own set of motivations and priorities. Different people within the prospect’s organization will have a variety of different sentiments. Some will be task-oriented, others will want to focus on relationships, some will be more interested in immediate results, others will be planning for the long term. And some will be predisposed to want your kind of product or service, while others will not be.