Remember the last time you have written a blog post or an article. How did that go? I start with an idea and a mind map. Then I capture all my ideas as they flow, followed be rethinking the core idea. Once the focus of the core idea is sharp, I select a few sub-ideas that support the core message well. Then it’s time to write. Once the first version is written, a few more iterations will follow to get a version I’m happy with. Then, sharing to get feedback and in some cases working with a professional editor are next steps. A few more iterations will happen until the desired level of excellence has been reached.
Excellence happens in iterations – and buying too!
You may say “what?” Isn’t she always hammering home the idea of the customer’s journey? Correct. But let’s look what happens within the core phases of a customer’s journey.
In the awareness phase a problem, a challenge occurs. Imagine an organization that wants to change from an on-premise CRM to a cloud-based social CRM solution to lower IT costs and to increase sales performance. The stakeholder community gets established. People analyze the situation to understand the entire impact, to identify potential approaches to achieving the desired results and wins. They will gather data, opinions and expertise, inside and outside of their organization on private, public and other cloud service models. Of course, they will search as much relevant content as they can get. During this awareness phase, opinions will change, ideas are created, some will be dropped, and others will be honed. And the group of stakeholders can change as well. Some stakeholders may leave the group due to low impact; others will try to get into the group. With each next level of learning, other ideas will be prioritized, and approaches will be sharpened. With each new stakeholder, the group has to onboard the new stakeholder that often means to go back one or two iterations. And the outcome can change; again. The awareness phase is finished, when the stakeholder group has made a decision to change the current state for a better future state. Ideally a sales professional is already involved in this early phase to orchestrate the community to a shared vision of success.
So, you get the principle of iterations. In the actual buying phase, iterations happen as well. New stakeholders can show up, and they may question the entire approach. Another reason to go back and bring them on the same page. Additional iterations can happen until a business case, and contract are created, and the list goes on and on…
Understanding iterations means to understand decision dynamics
How organizations approach their challenges and problems happens along the customer’s journey. But within these phases of the customer’s journey, lots of iterations can happen for simple reasons – to identify the best future vision of success, to make the best buying decision and to make the best implementation. All that means striving for excellence. Excellence happens in iterations.
Understanding these iterations is essential for every sales professional. That requires understanding the decisions dynamics in every customer situation. Not only understanding each stakeholders’ role, function, power, and influence, but also their decision-making style is important to understand. And that’s the foundation to define a deal strategy to win their business. As every customer makes every decision differently, iterations and decision dynamics are also different in every situation.
As a prerequisite for “all things excellent”, excellence has to be an attitude and a level of ambition first. Excellence in complex sales requires a certain level of adaptive competencies and the willingness to learn constantly and improve from what has been practiced to achieve an excellent result.
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