Welcome to the Visible PATHWAY eBook Series

"Accelerate Your Sales Cycles by Understanding How B2B Customers Buy"

Understanding HOW a customer buys is just as important as why, but try finding a book or a course that covers it in any real detail. They don’t exist.​

HOW Is More Important Than Why

You already know why a customer buys because all that sales training you did and books you have read about selling covered that. Learn why HOW they buy completes the story.


Understand B2B Buyers Better

Learn how to categorise your B2B customers using the characteristics of how their people engage with you order to buy. We give this a name – Buying Style.

What You Will Learn

The different Buying Styles How to categorise your customers into them. The importance of value to customers and why it is so important in B2B sales. How to align your company’s Sales Style to your customers Buying Style.


“To build a consistent, repeatable way of winning sales opportunities you need to align how you sell to how your customers buy.”

Guy Kawasaki
Marketing Specialist | Author | Silicon Valley VC | Former Apple Chief Evangelist

About the eBook

This eBook is an outline of the first Module of our Project How B2B Customers buy, theory that is essential for any B2B business wanting to grow but struggling with sales and not sure what to do about it.
Download this free eBook to learn about

1. -The different Buying Styles and how to categorise your customer into their Buying Style
2. - Defining Customer Value and explaining why it is so important in B2B sales engagements
3. - How the dynamics of your market or markets (where you sell) affect customer Buying Styles
4. - The importance of aligning your company’s Sales Style to your customers Buying Style
5. - Incorporating Buying Styles into your sales processes for sales engagements that your customers will love
Included is an 8 point action checklist you can take right now to accelerate your sales cycles whilst improving your customers’ experience.