Simple Versus Complex Sale
A sales trainer once taught me that a simple sale is a “buyer teller” event. What he meant was that in a simple sale there is often one step: a transaction. You go to a store, pick a product and pay for it – that’s it. Sometimes salespeople treat every sales as a simple sale. The reality is that for many products and services the sales process involves many people, many steps etc. This is an example of a complex sale. Products and services that involve a complex sale generally involve more resource allocation (e.g., money, people etc.). These products/services often affect many people (e.g., enterprise software) and that is why the process takes a while to complete.
The complex sale requires salespeople who are trained in how to deal with different types of individuals (e.g., individual contributors, managers, C-level executives), different emotions etc.. The salesperson needs to develop a process, often one that is tailored for each situation. For example, if I were selling software to an airline company my process would be very different from one that I would use to sell to another company, even if the latter were in the same industry. The complex sale involves big-ticket, though extremely valuable, products and services. …. therefore, more commissions and bonuses to the successful salesperson!