It’s falsely comforting to think of selling as a process in which one step follows logically after another. But although rigidly defined processes might be the best way of running a manufacturing production line, they fail to reflect the reality of any moderately complicated sales environment.
It would be convenient if things were simpler. But the brutal truth of the matter is that in complex B2B sales our customer’s buying processes are rarely linear, compounded by the fact that they are sometimes poorly defined and even if they appear to be well defined are not always well understood by the customer themselves [by the way, you can click on the above image to see a larger version].
Rather following a hypothetically straight path, many customer decision journeys zig and zag, go backwards as well as forwards, find themselves way off-piste, struggle to achieve consensus, can be redirected at the behest of a single powerful individual and can be abandoned at any stage along the way...Read More