Introduction
Welcome
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Simplify the complex
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1. Identifying the Buying Journey
Customer segmentation
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Map the buyer process
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Identify key stakeholders
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Determine qualification standards
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Document your internal sales process
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2. Identifying Buyer Objectives and Challenges
Enterprise objectives and challenges
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Individual objectives and challenges
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Connect the two together
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3. Using Insights to Drive Urgency to Buy
What are insights?
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Why third-party insights are most impactful
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Insights with storytelling techniques
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Insights to quantify buyer challenges
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4. Defining Your Compelling Differentiation
What is true value differentiation?
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Map your solution to the problem
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Connect value with clarity
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The importance of validation
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5. The Complex Sales Conversation Model
Create connections
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Define the gap
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Quantify the gap
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Bridge the gap
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Handle objections
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Gain commitment
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