The Sales Agility Code: Deploy Situational Fluency to Win More Sales

CHAPTER 4

Assessing the Buying Situation

In the preceding chapter, we examined the nature of buyers. We explored how they behave and why they behave that way. In this chapter, we explore the core decision-making framework that reflects foundational sales agility in action.

Although our research revealed that consultative selling was foundational to all four sales strategies, not all consultative selling approaches reflect sales agility. We will tease out the differences between a procedural approach to consultative selling and an agile approach to buyer-seller interactions. Our goal in this chapter is not to teach the totality of a consultative selling approach but to explore the elements of consultative selling that represent the most important ...