When it comes to winning with today’s B2B buyers, our guest on the Winning The Challenger Sale podcast this week has some serious mic-dropping comments: “If it’s not solving a problem, it’s a non-starter.” “If it's a great product, but there's not a great story to tell behind it, there's no point in really even selling it.” “Buyers can tell when you're not as into the product as maybe your competitor is.” Yep, you read that right. You can’t sell something you don’t believe in… at least not very well. And without a strong voice and a great story about the problem your product is solving, you might as well quit before you start. In this episode, Challenger’s very own VP of Product, Gina Slesar, brings a unique perspective to the discussion about who today’s B2B buyer is. As an experienced product leader, Gina explains what B2B buyers are looking for in the products they purchase, which in today’s volatile, uncertain economy, we know that connecting with buyers takes a lot more than a quality product and a decent offer. Listen to the full episode to hear Andee and Gina discuss: The three foundational components required to be successful selling a productManaging perceived risk and uncertainty in your deals to avoid no-decision lossesThe importance of gaining visibility into the sales experience from the buyer’s perspective at every stage of the deal In case you missed it: Andee and Gina also presented a webinar on the latest Challenger research into B2B buyer behavior and trends, which you can watch on-demand here.