Graham Drew
Jan 13, 2022
Gartner's "The Chief Sales Officer's Leadership vision for 2021", does a great job of explaining why B2B complex sales professionals need to "move from a selling to a buying posture". What does that mean, and what should we be developing?
Gartner's "The Chief Sales Officer's Leadership vision for 2021", does a great job of explaining why B2B complex sales professionals need to "move from a selling to a buying posture".
Although I don't entirely agree with their term "buying dysfunction", they are spot-on in understanding the increasingly complex, uncertain and distributed nature of buyer decision making and its impact on purchase outcomes (high buyer uncertainty reduces the likelihood of purchase completion by 30% and many deals that do conclude will be sub-optimal in terms of solution and commercial value).
As Gartner rightly say, "improving the buying experience requires understanding the customer buying journey better than customers themselves....and the shortest path to increased deal quality is boosting customer decision confidence"
Sales professionals must focus on gaining an outside-in perspective if they are to understand the challenges, opportunities and aspirations of their clients.
Successful sellers must truly be inside the mind of their buyers...