Complex Sales: Critical Stages in a Customer’s Buying Process

In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Patrick Ball, Chief Revenue Officer at Crux. Patrick shares his journey through various roles and companies, highlighting his unique insights into customer engagement and sales processes. Learn about Patrick's detailed approach to streamlining sales, from initial discovery to Business Value Assessments. Discover how a well-orchestrated engagement model can drive success in complex B2B sales environments, featuring real-world examples from the financial services industry. ADDITIONAL RESOURCES Learn more about Patrick Ball: https://www.linkedin.com/in/paball/ Read Force Management’s Guide to Increasing Company Valuation: https://hubs.li/Q038n0jT0 Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0 Check out John McMahon’s book, The Qualified Sales Leader: https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064/ HERE ARE SOME KEY SECTIONS TO CHECK OUT [00:01:48] Streamlining Customer Engagement [00:02:11] Importance of a Well-Orchestrated Sales Process [00:03:29] Handling Objections and Red Flags [00:06:54] Understanding the Product and Market [00:09:03] Mapping the Buyer’s Journey [00:11:20] Iterative Sales Process and Internal Alignment [00:16:32] Customer Engagement and Forecasting [00:19:46] External Data Assessment Workshop [00:31:53] Engaging in Business Value Assessment [00:32:35] Quantifying Value with Customers [00:34:57] Challenges in Financial Services [00:35:19] Importance of Champions and Metrics [00:39:07] Using BVA for Prospecting and Discovery [00:48:52] Handling Procurement and Negotiations [00:53:04] Recruiting for Enterprise Sales HIGHLIGHT QUOTES [00:02:40] "53 percent of buyers select a vendor based on the buying process they experience." [00:12:47] "The process is about establishing many wins in the sales cycle, like moving through stages and closing on smaller commitments." [00:27:51] "Effective sales processes turn chaotic ad-hoc meetings into structured, goal-oriented engagements." [00:29:41] "Credibility comes from showcasing you have a process that leads to outcomes the customer can't achieve on their own." [00:40:59] "You have to tap into curiosity; it's critical in a complex sales environment."