The Whale Hunters constantly preach about the The Buyers’ Table and the whale’s fears. Understanding fear is a sales breakthrough. We have detailed processes to help your company’s cross-functional team identify all of the reasons that buyers might be afraid of you, and then detailed methods for creating the fear-busters that will help to put the fears at rest. The bottom line is this: the whales (big company buyers) will not buy your advantages unless you can alleviate their fears.