Session Description

In this session, we'll unpack a decade's worth of insights from Win and Loss interviews, conducted with decision makers all over the world. We'll explore what motivates (and demotivates) buyers when making a purchasing decision and how some of these factors are changing in a post-Covid world. We'll also discuss some strategies which B2B sales companies can quickly adopt, to take advantage of this lessons inside their own businesses.


Cian Mcloughlin

Cian is the founder and CEO of Trinity Perspectives, a boutique Sales training and consulting company specialising in Win Loss Analysis, Sales Training and Transformation. With more than 20 years of B2B sales experience, including senior roles at companies like Cognos and SAP, Cian is also author of the Amazon #1 bestseller Rebirth of the Salesman and a regular sales and marketing commentator in the mainstream media. Cian’s blog has been voted one of the Top 50 Sales Blogs in the world for the past 4 years and in 2020 he was selected as one of the Top 50 Sales Keynote Speakers in the world by Top Sales World Magazine. Twice this year, Cian was voted as one of the Top 100 Sales Voices on LinkedIn. Cian is passionate about changing and elevating the understanding of Win Loss Analysis around the world and helping his clients to sell with integrity and authenticity.