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Contents [hide]
1 Description
2 Forms of complex sales
3 Example
4 Sales Controlling
5 Limitation of complex sales
6 See also
7 References
Description[edit]
Any product or service may become a complex sale. In some instances a complex sale
occurs when the market is mature and the stakes high enough to warrant attention
from a variety of stakeholders in the buying organization. In other instances a
complex sales process is needed when the buyer has never had experience with the
vendor, technology being sold, or if the solution is business critical or impacts
the buying organization on a strategic level. The series of filters, purchasing
steps, and stakeholders involved are designed to reduce the risks associated with
making the wrong buying decision.
Often the need to have multiple stakeholders or buyers involved relates to the
level of risk that is involved in the purchase or sale of goods and/or services. As
the buyer or buying organization if the purchase only impacts a small group of
people or component of the buying organization then often the decision is made by
one buyer and the process tends to be quite transactional.
If the purchase impacts the entire organization, affects the company strategically,
or can change the buyer business process then often the sales person is required to
have a set of skills that are more in line with a subject matter expert or
consultant than a traditional sales person. This type of sales person can often be
referred to as a Key Account Executive or Complex Sales Executive.
The larger the purchase and the buyer risk the more trust and credibility required
from the Vendor. As a Key Account Executive or Complex Sales Executive in addition
to product knowledge and consultative selling skills top producing sales executives
also have the ability to build strong client relationships and navigate and avoid
the political pitfalls within client organizations.
Sales Controlling[edit]
Due to the high costs of proposals in complex sales the hit rate i.e. the
percentage of successful offers is a valuable indicator of the performance of the
sales force.
See also[edit]
AIDA
Capture management
Contract of sale
Industrial marketing
List of marketing topics
Marketing
Promotion
Tendering
References[edit]
Jump up ^ Thull, J. (2010). Mastering the Complex Sale: How to Compete and Win When
the Stakes are High!. Hoboken: John Wiley & Sons.
Jump up ^ Hyams, R. M. and Eppler, M. J. (2014). Information Quality in Complex
Sales. In: International Conference on Information Quality. Ninth International
Conference on Information Quality (ICIQ-04). Cambridge, USA, Nov. 5-7, 2004.
Cambridge: MIT.
Jump up ^ Dixon, M and Adamson, B. (2011). Selling Is Not About Relationships.
Harvard Business Review. [online] Available at: https://hbr.org/2011/09/selling-is-
not-about-relatio [Accessed 1 May 2017].
Categories: Sales
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This page was last edited on 15 July 2017, at 00:41.
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