Buy now, with one click. Transactional sales of commodity goods have become simpler and easier, with both sellers and buyers using automated processes to minimize the number of human touches and maximize speed and efficiency. And in situations where automation alone won’t get the job done, customer service has stepped in to fill a role that might have once belonged to sales reps. 

Complex sales are not following this trend. There’s an old saying that “a little knowledge is a dangerous thing,” but what we’re learning in the age of proliferating information channels is that a lot of knowledge is also a dangerous thing.

From one angle, the buyer is better informed than ever, but the sheer volume of information is creating its own challenges. And because not all sources are equally reliable, B2B buying functions are discovering a pressing need to reduce their risks, authenticate their findings, and evaluate their options more stringently.

The result is that typically, more people now participate in buying decisions, and the buying process has become more formalized. Often, the newer members of the buying team have been brought in for their technical or subject-matter expertise.

Each of these individuals—let’s call them buying influences—will bring a different level of experience, awareness of key issues and mastery of the available information. And as these buyers move through the decision process, each one’s need for specific, customized information increases.

Salespeople should be alert for turning points in each buying-team member’s decision cycle. These points may come when a buyer conclude that publicly available sources of information have been exhausted, or there is a growing sense of urgency to move the process forward. A buyer in this frame of mind is ready to acknowledge the need for expertise, and the value of the seller’s insight and perspective becomes self-evident.

Regardless of where in the decision cycle each buyer is, the best practice for handling all the players is a process of preparation and research for each of them. Know each buyer’s role and function, and be ready for discussions with each individual about their specific needs requirements. The seller’s enablement and marketing teams should be able to help by providing the typical value statements and benefits each role looks for. 

Joe Galvin, one of the sales world's most prominent thought leaders is now a  Salesforce Sales Community contributor. This community is a new collaborative networking group for sales executives sharing best practices and innovations in sales leadership.  We encourage all salesforce.com customers to join Joe and other top sales thought leaders in the new Salesforce Sales Community. 

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