Making the consensus sale

• Autores: Karl Schmidt, Brent Adamson, Anna Bird
• Localización: Harvard business review, ISSN 0017-8012, Vol. 93, Nº 3, 2015
• Idioma: inglés
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• Resumen

  • The article notes that sales personnel must often obtain approval from multiple parties at a client firm before closing a sale, and discusses how suppliers can facilitate this group decision-making process. Research by advisory firm CEB Marketing has identified three strategies for creating consensus within buying groups. The authors describe the value of instilling a common perspective among buyers about problems and solutions, motivating key personnel to advocate for a purchase, and offering support to them