How to Compete and Win When the Stakes Are High! — Part #2

How to Develop Strategies for High-Stakes, Complicated Sales

Credit to Author

“The complex sale requires salespeople who are experts in the problems customers face and their solutions.”

Of the three, discipline is the single most important component. The discipline is threefold:

1. Recognize you are asking customers to change Every solution to every problem requires some change. Change requires a personal or organizational decision to do things differently. A sale isn’t just a matter of looking at the features and benefits. It’s about change, and change is hard and risky. To sell a customer on change, you have to help guide the customer through a series of psychological and emotional steps called “the progression to change.” This progression is a spectrum ranging from very satisfied with the current situation to a state of crisis, when change is inevitable.
2. Focus on developing the customer’s business Invest time in learning all you can about your customer’s finances, issues, challenges and opportunities. Then make an offer that builds the customer’s business. If you don’t have something that helps a customer, don’t waste time trying to sell to that customer. Go where you’re…