I’ve been thinking about the idea of “using the difficulty” lately, in the context of complex sales. I encountered the concept in a post by Sahil Bloom on LinkedIn, where he describes a lesson Michael Caine learned as a young actor rehearsing a scene.
The role of a salesperson is simple or complex in direct proportion to the complexity of the buyer’s decision-making process. In transactional sales, the salesperson might simply be an order taker. Or they might be responsible for helping a customer choose from a basic menu of options.
If you’ve recently inherited a sales organization from another sales leader, you know how critical the first 90 days can be. You want to make a good impression, have an impact, and show your colleagues, team, and executives you’ve got what it takes to improve on the previous leader’s performance.
In complex B2B sales, every deal is more complex than it looks on the surface. A potential buyer contacts a salesperson and asks a few questions. Inexperienced salespeople might take the conversation at face value and assume that the person calling them knows what they want, understands the full scope of the situation, and has the full authority to make the purchasing decision.
In complex B2B sales, your Way of Selling is what differentiates you from other organizations in your market. It is much more than just your sales process, strategy, or what your salespeople do on a daily basis. It includes culture, mindset, professional development, marketing, and positioning. Ultimately, your Way of Selling defines the experience your buyers have, your reputation, and the sales outcomes you achieve.
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