Dunvegan Blog

Simulation in the B2B Sales Process

In the B2B world where complex solutions are pervasive, sales teams are challenged to identify the customer’s “pain point”, position their product or service as the optimum solution and persuade the customer to make a purchase.

A product demonstration is a critical component of the sales presentation offering customers the opportunity to test the product’s performance before deciding.

In a world of disruption and exponential change, there is risk that tomorrow, or at least before the product has been delivered and installed, there will be something better available.

Companies often guarantee upgrades and product enhancements to mitigate the risk of rapid obsolescence and ensure that the customer always benefits from innovation.

But, when it comes to services, particularly consulting services, the sales person may present flow diagrams, testimonials, and case studies but how often do they simulate the process and let the customers experience the outcomes they can expect?

It seems to me that simulating the experience is more likely to create trust and confidence in B2B customers/clients. Having experienced the process/solution, leaders will be better able to evaluate the anticipated outcomes and articulate the rationale for engaging the chosen consultant.

At The Dunvegan Group, we have incorporated simulations into our sales process; the first step is a no charge simulation using generic data. This leads to a small fee contract simulation using real data gathered from the client’s own customers and employees.

Simulations allow our clients to mitigate their risk by investing a small amount, to experience our process first-hand, before committing to a larger program.

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Anne Miner founded The Dunvegan Group in 1987 as a full -service marketing research consulting firm. Under her leadership, the company has adapted to changes in the markets, advances in technology, and economic ups and downs. The firm developed its own processes, metrics, and software to support the services it delivers to Business-to-Business corporations, as well as smaller companies, including start-ups. The company serves clients across North America and around the world as they thrive and grow through serving their own customers according to the insights customers provide.

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