Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale: The 6 Keys to Winning the Complex Sale by Page Rick

Author:Page, Rick [Page, Rick]
Language: eng
Format: epub, mobi
Publisher: McGraw-Hill
Published: 2003-03-23T22:00:00+00:00

Nothing is more important in driving an accurate strategy than understanding the client’s decision-making process. Bad information about the decision-making process led to a poor strategy, overconfidence, and defeat. But knowing the decision-making process could drive a change in strategy to stay in the game and change the issues.

In a simple sale with a single buyer, you would find the pain, link your solution to it, create preference, and then close. In the complex sale, however, the decision-making process of multiple buyers often becomes convoluted when they can’t reach a consensus. This is because project teams typically have a well-defined evaluation process but not a tie-breaking decision-making process when they don’t all agree.

“They don’t decide how to decide until they can’t decide.”

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