Complex Selling: What is it and how to do it?

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This article was written by the partner of LUZ Juracy Abbondanza, specialist in complex sales, responsible for Abbondanza Business Solutions.

Complex Sale - What is it?

Before we define and identify the steps that make up a complex sale we will bring some concepts that will help in understanding the theme.

Imagine a car salesman who was able to close deals with his client and sold a top-of-the-line, high-value model with high-power engine, automatic transmission, cutting-edge technology and other qualities that appeal to man. He certainly used selling techniques that made it possible to achieve his goal.

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Now let's imagine this same scenario by inserting the person from the client's wife. Other techniques have to be applied and the seller must know that now details such as interior space, trunk size, locking in the rear doors among others, will also be important.

car salesman making a complex sale

If you have already noticed that multiple approval can complicate the sale you started to get into the process of a complex sale.

First concept of complex sale

Complex selling is one in which several people need to give their approval before the sale can be realized.

This does not depend on the price or the type of product you sell but fundamentally on the structure you need to go through to get the "yes" end.

To illustrate this, think that selling a box from a cereal bar to a neighborhood delicatessen does not depend on many approvals; but selling that same cereal bar in large quantities to a large network of health food stores does not depend on a simple "yes" but on several!

Second concept of complex sale

Nothing that has taken you to where you are today is going to be enough to keep you there.

Alvin Toffler says that when we subject individuals to change we induce them to pressure and disorientation, and this he describes as future shock and that is nothing more than the uncertainty generated by change.

The process of a complex sale requires the seller to know each step involved and despite repeating the techniques the scenario will never be the same and therefore we can not treat different scenarios in a similar way.

The seller has to be aware that he needs to change his conduct and concepts to succeed in a complex sales environment.

Third concept of complex sale

You will only be successful in sales if you know what you are doing and why. It is very important that the salesperson is clear about the strategy to be used and the tactics that will be applied.

Strategy is a word originating in the Greek term "strategia", which means plan, maneuver or stratagem used to achieve a goal. Tactics are elements that make up a strategy. We can say that a strategy will act in the long term and the tactics will act in the short term.

So you identify your goal, define your strategy to achieve it and develop the tactics according to the defined strategy.

We must not forget that a good strategy will not succeed if the tactics are not effective, just as it is no use having killer tactics if the strategy is not consistent.

In other words: good tactics get you nowhere if they are presented to the wrong people!

The profile of the complex sales professional

Even today it is common to find people who do not think that being a salesperson is a profession. That's because, for many years, the seller was typified as that nice, talkative, manipulative figure whose only purpose is to "push" his product and "get" the customer's money.

In fact, this stereotype is so pervasive that many companies use euphemisms to identify their sales people, such as "business consultant," "account manager," "account executive," and others.

The position has many titles less than it really should have: seller!

The complex sales professional is studious and aware of his position, who uses planned methods, analyzes methodologies and reevaluates his strategies and tactics in the course of the negotiation.

The ideal client profile

This is a way to identify the best potential customers from sales histories and estimate the benefits of selling to a specific group of customers who have common features that bring good business.

The complex sales funnel

complex sales funnel

The sales funnel is a tool that helps the professional achieve regularity in business closings, and here we can include any type of sale, from the simplest to the complex.

Basically there are a few steps that must be followed to increase sales success:

  • Prospection
  • Qualification
  • Presentation
  • Negotiation
  • Closing

Beginning to define strategy

Your sales strategy should take some important steps, which should be continually evaluated until you reach the end result:

1. Define your selling goal:

SMART Goals - Specific, Measurable, Achievable, Relevant and Temporal

SMART goals are goals: Specific, Measurable, Achievable, Relevant and Temporary!
SMART goals are goals: Specific, Measurable, Achievable, Relevant and Temporary!
  • Specific: what you want to achieve!
  • Measurable: use metrics that will help with tracking!
  • Reachable: Can the goal be achieved? As?
  • Relevant: How will this goal help you, your business and the customer?
  • Temporal: set the start and end dates for the negotiation.

2. Prove your position in every step of the negotiation;

3. Map customer structure and identify buying influences;

4. Identify how each buyer is in relation to the solution presented;

5. Identify possible points of attention and seek to know how to circumvent them;

6. Identify strengths and potentiate them;

7. Ensure the final achievement of a win / win relationship;

These items deserve a deepening in the techniques to be applied to achieve the expected results, in future articles we will talk about each one!

To talk more about complex sales, contact Abbondanza Business Solutions!

See also:

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