Launching a Smarter Sales Process

Brian Williams, PhD

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Millions of dollars are spent each year on off-the-shelf sales methodologies. After surveying the vendor landscape, a recent client quickly realized that their new go-to-market model would require much more than colored worksheets from 1980.

We started by refining the client’s new sales process and profiling the most common customer deal scenarios. We identified the specific process gaps that needed to be addressed, spanning from prospecting to account management. And we were able to characterize specific buying scenarios in order to align aspects of the methodology to each of their unique deal types. For example, we addressed cross-selling non-core products by building an approach for those customers that had historically only bought their flagship product.

The methodology not only helped them understand the selling landscape and client issues within these types of accounts, but it also presented them with actions and insights to sell the other product lines. Ramp-up and adoption rates were significantly higher than off-the-shelf methodologies because the approach and content was custom built for their products and buying scenarios.

Our approach leverages the science behind how fighter pilots, first responders and elite athletes are trained. Check out our research to learn more about how situational awareness is the anchor to your sales process and sales enablement programs.

Brian Williams, PhD

Brian Williams, PhD

Researcher, consultant, and sales leader, Brian uses a data-driven approach to drive sales effectiveness. His clients include leading sales organizations in financial services, technology, healthcare, and professional services. Using insight from academics and change management, Brian helps senior leaders and sales enablement teams understand and succeed in today’s more demanding market. His research has been published in Harvard Business Review and other outlets.