In sales, is it most important to know exactly what a client wants?

Yes, but realistically, the bigger the check size, the bigger the deal, the more important it is.

Ideally, very small deals are close to 1–2 call closes. A handful of the same questions, again and again.

The bigger the deal, the more the questions will be about how to implement business process change effectively. That requires a deep, thoughtful understanding of how a prospect’s business works — and how to improve it. That’s a very, very different skill set than the first case.

This is why it’s tough for hyper-transactional sales reps to close big deals, at least at first. And why big-deal reps often get overwhelmed with the flood of leads in transactional sales — and can’t keep up.

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Published on March 29, 2019

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