KEY FACTS – A holistic approach to selling

Key Fact: The buying process, from a dawning awareness of dissatisfaction with the current situation to acquiring the replacement solution, is often long and tortuous. Mapping that process every step of the way with effective selling skills and strategies is equally complex

• Why change? Early in the buying process the customer is focussed on their needs and requirements. Our research shows that, at this stage, effective sellers help their customers to understand and prioritise their needs, think through the implications of doing nothing, and calculate the value of adopting your proposals.


• What should we change to? In mid-cycle the customer focuses on their decision-making criteria and how each potential supplier matches up to them. Skilled sellers will accurately predict what this comparison will look like and utilise skills and strategies to ensure your solution has the closest match to the customer's requirements.


• What if it goes wrong? Late in the cycle the customer's attention turns to what they must give and, understandably, what risks are attached to selecting each particular solution. Our research shows most sellers fail to recognise this phase completely and often use counter-productive techniques in an (usually futile) attempt to close the sale. Skilled sellers recognise this phase and work with their customers to resolve their concerns and bring the sale to a natural, and for both parties satisfactory, conclusion.

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