The best salespeople have a deep understanding of what makes their customers tick, and they use this understanding to shape their selling approach and establish long-term relationships with them. In a complex sale, it isn't enough to know what your product can do or how to position it. You must also understand the buyer's motivations, fears, and concerns. It is only then that you can create an effective sales strategy that takes all of these factors into account.

In this episode, Rusty and Ron talk about the psychology of the complex sale. They will discuss the three phases of the sales cycle and the key elements that prospects care about, what to keep in mind when starting a sales process, and how to navigate each phase effectively.

Enjoy!

In This Episode

00:57 - Why the psychology of a complex sale matters

02:55 - How the psychology of sales can be related to dating

07:14 - The three phases of the sales cycle and the four key elements that prospects care about

13:01 - The most important thing to remember when starting a sales process

17:28 - How risk is more important than price

22:53 - How to navigate the evaluation phase effectively

26:03 - What you should keep in mind during the commitment phase

30:10 - Why you should stop selling at the commitment phase

31:20 - Key takeaways from this episode

Favorite Quotes

02:13 - "Cold calling is awkward. But there are people that are very successful cold callers. They do it very well because they can take an awkward situation and make it better." - Ron Halbert

06:53 - "You need to be open to having the awkward conversation. But you need to think, how can I make this as least awkward as possible moving forward? And the way that you do that is by caring about what they (prospects) care about." - Ron Halbert

22:53 - "In the evaluation phase, when things get serious, get everything out on the table, everything. Every possible price component, every possible expectation you can set in terms of implementation timelines, and everything. Because remember price is not just dollars, it's also a time investment. It's also resource commitment internally. Get it out on the table because this is a time when it's actually received the most." - Rusty Jensen

23:24 - "Early in the research phase, you have to be a little careful with how you give initial ballpark pricing. When it comes to the evaluation phase, you got to be thorough and get everything out on the table because this is when it matters the least. So, that's when you want to hit that component hard and you want to make sure the expectations are set really well in terms of resource investment and pricing." - Rusty Jensen

29:33 - "Win-win means you win as your company and the employee and the sales rep. And they win as the prospect and the new customer. That's what everyone needs to walk away feeling and experiencing through the commitment phase." - Ron Halbert

Connect with our Hosts
Rusty Jensen on LinkedIn
Ron Halbert on LinkedIn
The Sales Prescription on LinkedIn

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