How we change what others think, feel, believe and do
The sales process in many situations is seldom simple and often complex. This is because you may well be selling to a system, not a person, and also selling a system that solves a complex set of problems.
Definition: A system is set of individual elements, many of which can interact with each other and with external elements in complex ways.
The company system
When you sell something to a company, you are not just selling it to the buyer: you are selling to the whole company, which is often made up of quasi-autonomous units, any of which may have different goals and problems and make conflicting demands on you. It is easy, for example, to get caught up in company politics where what is being proposed is nothing to do with real benefit for the greater company, its employees, customers or shareholders.
This happens also in the 'simple' retail sale, for example when selling a cooker. Here, the issues of who does the cooking, who likes what food, who pays and so on can quickly make this a complex sale.
Selling to the company
When selling to the company, the first task is thus to figure out the system. Thus you might:
A solution system
When you sell, you do not sell a product. You do not even simply solve a simple problem. What is to be delivered may well be a complex
For example, the solution may include:
Building the solution system
Producing this system is no mean feat, which is why sales teams often have their own engineers and specialists who can understand the detail of customer needs and build custom solutions to match.
It is also not uncommon for custom solutions to be built offsite to be tested before they are repackaged and sent to the customer for final installation and test.