By Guy Aston, Mid-Market Business Director, Huthwaite International

As a starting point we have used our model of how major purchasing decisions are made in complex sales situations.

We define a complex sale as having one or more of the following characteristics:

• High value decision.

• Multiple decision makers involved (possibly including third party advisors).

• Long selling cycle (multiple contacts over a period of time).

• Decision is high profile — the solution selected is highly visible and/or may affect many areas of the buying organisation.

• Significant potential for further business.

• Competitive market.

In these circumstances the decision making process can be described with our Buying Cycle model:

In the next three issues we will look at each phase of the cycle, and consider the skills and tactics we would expect to see utilised at that phase by a world-class and a typical, sales organisation.

Visit Huthwaite sales skills training solutions to find out more.

Huthwaite International

We’re sales training experts who can help you improve the sales performance of your business. For over 30 years we’ve been helping businesses across the world transform their sales performance; delivering long-term, tangible results through our behavioural change methodologies. Find out more at: www.huthwaite.co.uk

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