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Sensemaking for Sales
The amount of product and service information available to B2B customers—reports, blogs, display ads, email marketing, and more—has become overwhelming, leading to indecision and a sharply reduced likelihood of making a substantive purchase. The best reps have turned this conundrum into a prime selling opportunity. Above all else, they help buyers make sense of the information they’ve encountered. Their approach is a form of sense- making, and it encompasses three broad activities. Sensemaking sellers connect customers with relevant resources, curating the information they share for utility and clarity and including only what will help customers proceed with confidence. They clarify information, helping customers feel that they’ve asked the right questions, understood competing perspectives, and accounted for potential contingencies. And they collaborate on customer learning, Socratically guiding buyers on a purchase journey rather than telling them what to do. A lack of self-confidence impedes big deals more often than a lack of confidence in a particular vendor does. Sensemaking sellers boost customers’ self-confidence, enabling buyers to take bold, decisive action with assurance and peace of mind
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.2 - Karya Akhir (Majalah) | 1 |
| Penerbit | United States: Harvard Business Publishing 2022 |
|---|---|
| Edisi | January-February 2022 |
| Subjek | Selling Industrial marketing Communication in marketing Decision making in business Business-to-business transactions Purchasing agents Product information management Information overload |
| ISBN/ISSN | 0017-8012 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 156 p. |
| Info Detail Spesifik | Harvard Business Review |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |