14 Questions
What is the main benefit of adopting a design-thinking approach in sales?
To enable the seller to suggest a smaller solution or a solution subset to build customer confidence
Why do solutions often become delayed in the sales process?
Because decision makers try to create an ideal solution that minimizes risks and optimizes all desired outcomes
What is the outcome of focusing on finding the one perfect solution?
A gauntlet that is nearly impossible for salespeople to navigate
What is the result of adopting a design-thinking approach in sales?
A dramatic increase in momentum for large and complex solution opportunities
What is the purpose of suggesting a smaller solution or a solution subset to the customer?
To build customer confidence and set the foundation for a larger solution
What is the benefit of revising solution ideas quickly with the customer?
It helps to build customer confidence and establish momentum toward a solution
What is the primary challenge of modern sales besides the complexity of the sales process?
Sellers' tendency to focus on their own company's products and services
What is the primary benefit of using design thinking in sales?
To help salespeople understand their customer's business language and priorities
Why do buyers use technologies to make purchasing decisions?
To do their own research and make informed decisions
What is the result of sellers being overly oriented towards their own company?
Distracted salespeople who lose focus on the customer
What is the primary goal of sharing insights with customers?
To create alignment and excitement among stakeholders
What is the result of the increasing complexity of sales?
Sellers are more likely to become distracted and lose focus on the customer
What is the primary benefit of using design thinking to understand the customer's end users?
To gain insight into the customer's problems and opportunities for improvement
What is the primary reason decision makers may not fully understand their business needs?
They are removed from the front lines of their business
Study Notes
Challenges in Sales
- Selling has become highly advanced with the help of new technologies, such as predictive analytics and automated outreach applications.
- However, selling has also become more challenging due to buyers doing their own research and making decisions, involving more stakeholders in decision making.
Losing Focus on the Customer
- Salespeople can easily become distracted and focused on their own company's products, services, and solutions rather than the customer's business problems.
- This lack of focus on the customer can lead to a loss of trust and negative outcomes.
Using Design Thinking
- Design thinking offers principles and tools that help salespeople navigate the complexity of sales and increase customer interest and engagement.
- By focusing on the customer's end users, salespeople can learn important perspectives about the customer's business and gain insights into areas of improvement.
Establishing Trust
- By sharing these insights, salespeople can differentiate themselves and establish trust with the customer.
- Providing perspectives helps create alignment and excitement across all stakeholders, as they all exist to support the end user.
Implementing and Iterating with Customers
- Design thinking helps establish and maintain momentum toward a solution by focusing on the customer's needs.
- By adopting a design-thinking approach, salespeople can suggest smaller solutions or solution subsets for the customer to implement or trial, building confidence and trust.
- This approach enables the seller to move toward larger solutions the customer might have envisioned in the beginning.
Learning Objectives After completing this unit, you’ll be able to: Explain how design thinking solves modern sales challenges. Describe how design thinking inspires interest and trust. Identify ways design thinking can help you find solutions that work for your customers.
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