Article · ~8 min read
Why Budget Doesn't Matter in B2B Selling
Ian Altman · Forbes Free Intermediate
This tackles the exact case where no budget line exists yet because the problem is new to buyers. Altman argues an unbudgeted problem can still be a real one if you help the buyer build the business case and find who controls the spend. It sharpens your short answer's key move: locate the person who owns, or could own, the budget.
- No existing budget can mean a new problem, not a dead one
- Find the person who controls the spend, then build the case with them
- Help buyers quantify the cost of doing nothing to unlock budget
