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How to win the complex sale

How to win the complex sale

Huthwaite International have been observing and analysing sales effectiveness for decades. Particularly when the selling environment is long and complex. This free whitepaper presents key findings from that research. Download it to learn a researched and validated approach to winning a complex sale.

Find out how to break down the buying process and increase your impact at every stage. Discover how to positively influence your prospects. Learn the critical success factors used by world-leading sales organisations that apply to every complex sale.

You will also learn

  • What world-class sales performers are doing in the complex sale and how it compares with that of you and your team
  • Tactics you and your team can implement today to improve your sales
  • What your prospects are thinking at each stage of the buying process and how can you influence them effectively.

The strategies contained in this paper are used by the most successful sellers and sales teams operating in complex sales. Use it to benchmark your own team’s performance.

Essential Reading for: Sales leaders and directors, sales transformationalists, learning and development professionals and anyone concerned with sales strategy for business improvement.

Buyers go through 6 stages when deciding to buy from you. What are they and how do the best sellers respond?

Changes over Time

In this phase, customers are happy with the status quo. Buyers are not in the market to buy at present but as most things do, over time, the situation will change. And some changes will begin a new buying cycle. What involvement, if any, should your sellers have when there is no sale in sight?

Recognition of Needs

As changes disrupt the current situation, buyers start to see the negative impact. When the impact is sufficient and the status quo is no longer acceptable, buyers will begin to think about how to change the situation. What will make a buyer respond most positively to your sellers in this phase of the complex sale?

Evaluation of Options

Buyers go out to the market to explore options. They will have established their decision criteria are ready to compare the market for good matches. For most sales operations, this is where the point of sale begins. There is high sales activity, but how effective is it? What sales strategy do world-class sellers use at this point that average sellers don’t?

Resolution of Concerns

Customers consider the risk of purchasing – especially in high value complex sales. It’s common for sales to stall here as buyers decide to not to change and instead live with their existing problems. How can your sellers effectively keep momentum and make the sale?


Buyers and sellers negotiate the terms of deal. Although common-place in complex sales, negotiating is a totally different skill set to selling. How can you align your sales strategy to prepare a positive climate and maintain profitability when the negotiation begins?


The new solution is installed. Time for your sellers to move on to the next sale. Wrong! Find out what world-class sellers do in this final phase of the complex sale.


Talk to our experts

We can work with you to develop a skills programme designed not only to align your team to a world class model but help ensure permanent behavioural change for long term ROI. Call us or submit your details using the contact form below.

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