Navigating Complex Sales

Why do some sales reps struggle with complex sales? Often, it's because they're focused on the wrong things. The goal isn't to center on the seller or the product—it's to understand the buyer and their unique situation.

Shift the Focus to the Buyer

In a complex sale, many sales reps think only about their own offerings or what the competition has to offer. However, fewer take the time to view the process from the buyer’s perspective. Sales reps know their own selling process – they do it every day.  Some companies, on the other hand, rarely manage complex purchases.

I call these occasional buyers. These buyers may be unfamiliar with their company’s buying process, or the company might not even have a process. Faced with a business problem, occasional buyers might dive into web research, quickly becoming overwhelmed with too much information. Sometimes, this leads them to adopt an half-baked solution simply because they don’t fully understand the problem’s scope.

Take Control by Guiding the Buying Process

 The sales reps who understand the difficulties faced by occasional buyers are in a better position to help them by systematically developing and following the process of their purchase.  By managing the buying process like a project, reps can ensure that every phase gets the attention it needs.

Start by offering the buyer assistance in walking through the buying process using full transparency in your intentions and set the buyers’ goals as your own goals.  Agree to a project plan with numerous checkpoints along the way where progress is confirmed and commitment to proceed together is required.

Build a Cross-Functional Team with Your Champion

Get the buyer’s commitment to build a cross-functional team.  Sales reps typically do not like committees, but they hate gatekeepers more.  That’s because gatekeepers ruin deals.  They think that they know it all and speak for all departments, but typically, they focus on their own departmental needs before those of other departments. Turn the gatekeeper into an internal champion.  We need teams, and teams need leaders. In the next step, sales will need input from all departments impacted by the business problem.

A buyer’s resistance to having a committee larger than themself is an indicator that the opportunity is not truly qualified.  Be sure that the opportunity is really qualified before moving to the intensive project steps that follow.

 Uncover the Full Scope of the Problem

Clarify the full details of the problem.  This is often done by scheduling one or more detailed discovery meetings.  Take detailed notes, and leave no stone unturned.  Only after thorough diligence should the alignment of your solution with the buyer’s needs. 

Collaborate with Your Champion to Strengthen the Solution

If you succeed in turning the buyer into your champion, use them as a resource when preparing your solution or demonstration. Ask for their feedback and insights on how best to present your solution to other stakeholders. Keep all gaps visible and address them together.

Address Objections as Discovery Gaps

If the buyer raises any objections after the discovery phase (aside from pricing concerns), treat them as missed points in your initial discussions. Consider these objections an opportunity to revisit and refine your understanding of the problem and solution alignment.

Managing the Sale Beyond the Demo

The complexity of a sale doesn’t end with a demonstration. Continue to guide the buyer through the remaining stages, ensuring that every checkpoint confirms mutual progress and a commitment to move forward together. By focusing on the buyer, involving key team members, and consistently confirming progress, you can successfully navigate the complexities of the sale and ensure that each step brings you closer to a successful partnership.

I won’t cover the demonstration part of a complex deal because that topic has been covered in previous blog posts.  Beyond the demo, the complex sale continues, and the sales rep must manage and control the process.  Remember, at each checkpoint, confirm progress and request a commitment to take the next step together.