I’ve come to believe that it’s essential to separate B2B sales opportunities into two categories: in the first group (let’s call them inevitable purchases) the customer is invariably going to buy something within a fairly tightly defined timeframe. The critical questions are what, when and who from - but something is bound to happen.
The second group (let’s call them discretionary purchases) are far harder to predict and manage. It’s by no means inevitable that the customer will do anything. They could - and often do - end up sticking with the status quo. When sales people fail to distinguish the difference, they tend to plough ahead and try to sell their solution without recognising that the customer isn’t yet convinced they have a problem or that they need to solve it.
This can result in some disastrous misreading of the prospect’s true situation and intentions - and looking from the outside-in, I believe that this ought to be a critical development priority for a significant number of sales organisations…Read More