Complex sales often involve long sales cycles and multiple stakeholders, which can pose challenges for sales professionals who need to balance urgency and patience. How do you ensure that you move the deal forward without rushing or losing the trust of your prospects? Here are some tips to help you navigate complex sales negotiations.
One of the first steps in any complex sales process is to identify the decision-makers and influencers who have the authority, budget, and need for your solution. You need to understand their roles, goals, challenges, preferences, and pain points, as well as how they communicate and collaborate with each other. This will help you tailor your value proposition, address their objections, and align your solution with their priorities.
Un aspecto fundamental consiste en identificar el tipo de personalidad de las personas influyentes haciéndonos dos preguntas: 1. ?Cómo se relacionan con los demás? 2. ?Cómo toman decisiones? Una vez logrado con cada interlocutor dispondremos de un mapa para saber qué estrategias de relación y comunicación aplicar con el fin de obtener el sí de cada uno.
A mutual action plan (MAP) is a document that outlines the steps, milestones, and responsibilities of both parties in the sales process. It helps you create a sense of urgency, accountability, and transparency, as well as build rapport and trust with your prospects. A MAP should include the following elements: the problem statement, the desired outcome, the value proposition, the timeline, the success criteria, the risks and contingencies, and the next steps.
Este plan es posible si el comercial ha logrado generar suficiente confianza en el primer nivel de interlocutores. Es el primer desafío para gestionar la urgencia. Si el comercial es capaz de identificar y respetar el ritmo del cliente, sus opciones de conseguir cerrar la venta aumentan exponencialmente. El objetivo es lograr acuerdos parciales que permitan definir plazos y acciones concretas para avanzar con pasos firmes hacia la meta. Pero no al ritmo del comercial sino al ritmo del cliente. Porque así el cliente se sentirá más cómodo. Por lo tanto le corresponde al comercial aprender a desarrollar su capacidad para tener más paciencia.
This is a key aspects and it must be driven by the customer need and process and alligned with the Sales process. Key - and commonly shared - check points are vital to ensure a smooth and controlled execution plan which will allow to handle the inevitable suprised and delays in this type of deals.
Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially when they are uncertain or unfamiliar with a situation. You can use social proof to increase your credibility, influence, and persuasiveness in complex sales by sharing testimonials, case studies, reviews, referrals, or endorsements from your existing or past customers, partners, or industry experts. Social proof can help you overcome skepticism, demonstrate value, and generate referrals.
La prueba social es muy interesante y puede estar orientada a dos tipos de interlocutores: 1. Los escépticos. Necesitan casos de éxitos que se sustenten en datos objetivos. Cuanta más precisión mejor. No pueden estará basados en interpretaciones del comercial o incluso del propio cliente que ofrece su testimonio. 2. Los inseguros. Son interlocutores que valoran mucho poder hablar con clientes satisfechos o visitar empresas que pasaron por el mismo proceso y que fue exitoso.
Complex sales require constant nurturing and follow-up to maintain the interest, engagement, and commitment of your prospects. You need to provide relevant and valuable information, insights, and resources that can help them solve their problems, achieve their goals, or improve their situation. You also need to communicate frequently and consistently, using multiple channels and formats, such as email, phone, video, social media, or webinars. Nurturing the relationship can help you establish trust, authority, and rapport, as well as identify and resolve any issues or concerns.
3 competencias clave para nutrir un relación de confianza con un cliente: 1. Ser sincero: El cliente necesita registrar que la conversación del comercial es consistente: lo que dice en privado lo sostiene en público. Quiere percibir que el comercial tiene un cuidado genuino por sus intereses y para asistirlo en producir los resultados que desea lograr. 2. Ser competente: El comercial competente despliega dos dimensiones: a) la capacidad de observar una gama más amplia de posibilidades frente al dolor que el propio cliente y b) la capacidad de inspirar y promover acciones que producen un giro en el negocio del cliente. 3. Ser confiable: El comercial es percibido como alguien que tiene la habilidad de cumplir lo acordado.
Negotiation is a critical skill in complex sales, as you need to balance your interests with those of your prospects and other stakeholders. You need to negotiate with confidence, clarity, and respect, focusing on the value and benefits of your solution, rather than the price or features. You also need to anticipate and prepare for any objections, questions, or requests that may arise during the negotiation process, and have a strategy to handle them effectively. Negotiation can help you close the deal faster, increase customer satisfaction, and create long-term relationships.
No todas las ventas complejas necesitan una negociación. ?Qué debe darse para que ocurra? 1. Que el comercial se haya mostrado sincero, competente y confiable a lo largo del proceso de venta. 2. Que su propuesta recoja exactamente lo que se acordó con el cliente. 3. Que el valor es decir los beneficios que va a obtener gracias a la solución presentada sea muy superior al precio que va a tener que pagar.
The final step in complex sales is to ask for the commitment, which is the agreement to move forward with the purchase or contract. You need to ask for the commitment at the right time, when you have established trust, rapport, value, and urgency with your prospects and other stakeholders. You also need to ask for the commitment in a clear, direct, and confident way, using a call to action that specifies what you want them to do next. Asking for the commitment can help you seal the deal, avoid delays, and reduce the risk of losing the opportunity.
There’s a trend in the sales world to not “sell” to clients. You are posing as a friendly consultant that wouldn’t dream of asking for such a dirty thing as money and payment for your time and efforts. As part of the sales process, always have a thread of budgets, timelines, and real expectations for compensation in the conversation. Anyone can tell if someone is nervously trying to hold back the notion that we are only doing this so that we can sell goods and services. Be proud of that fact from the very beginning, then asking for the commitment of payment and resources isn’t awkward at all and can’t be timed incorrectly. Honesty and openness from the beginning makes this phase a natural part of the process.