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The “Heavy Lifting” In Buying and Selling

January 12, 2022

Selling is difficult. We have to find opportunities for our products and solutions. We have to assess the customer interest in considering our solutions. We have to understand what the customer is trying to do and demonstrate how our solutions are the best in helping them achieve their goals. We have to be aware of the alternatives the customer considers and position our solutions favorably. We have to move the customer to a decision, hopefully culminating in an order.

This process can take months for very complex solutions. Dozens of people may be involved in the process. Buying is disorderly–where we know what to do step by step, customers back up, shift, stop, restart, and change through their process. And a majority of buying projects end with nothing being done.

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