Complex B2B sales are usually characterised by lengthy, high-value buying decisions that involve multiple stakeholders and frequently end in a decision to do nothing and stick with the status quo. But that doesn’t mean they have to be complicated - far from it.
Over-complicated responses to managing the complex sales process have a woeful success rate. Sales people simply don’t see the value in having to enter reams of information into CRM systems that they doubt management will ever pay proper attention to - or conform to processes that they see as doing nothing to increase their chances of winning. And they are right to rebel.
I believe that the evidence is clear: mastering three deceptively simple principles turns out to be critical to winning the complex sale…Read More