B2B Sales Trends · 2026-07-28 · 33 min
Value Selling is changing B2B Sales. Customers no longer buy the cheapest product. They buy partners who help them create long-term business value. If customers still care about price, why are the best companies investing even more in trust, long-term partnerships, and customer outcomes? And why does Pramesh Maheshwari believe "strategy" is one of the most overused words in business? In this episode of the B2B Sales Trends Podcast, Harry sits down with Pramesh Maheshwari, President of Lifecycle Solutions, Services and Cyber at Honeywell Process Solutions, to explore one of the biggest shifts in modern B2B Sales. Together, they unpack why Value Selling, Consultative Selling, and becoming a true Trusted Advisor require far more than simply asking good questions. Along the way, they challenge some of the biggest assumptions in modern B2B Sales: • Why Total Cost of Ownership is no longer enough to win complex buying decisions. • The surprising reason many Voice of Customer initiatives fail despite positive feedback. • Why knowing your customer's customer may be just as important as knowing your own product. • Why hearing customers isn't the same as understanding them.
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