In the previous blog, we continued our discussion of the critical questions sales management should ask when it comes to closing must-win deals and presented “The Irresistible Value Proposition”, which is the definitive output of selling. In this blog, we’ll explore a topic that does not get nearly enough attention (perhaps we don’t want to know the answer!) and that is “What Is Causing Uncertainty?”

In complex B2B deals, we will almost never have perfect information – and I submit we can’t have perfect information. The reason is that the source for much of our information for winning a deal is to get it directly from the customer. Is it reasonable to assume that the increased number of buying influencers are any more aligned internally that we are? Is it reasonable to assume they know exactly what outcomes they want to achieve (we should be the experts on the outcomes our solutions produce)? In short, the increased number of buying influencers and buying centers on the customer side have added another level of complexity and thus risk.