“In an era of too much good information, the sense-making approach engenders greater customer confidence, reduces customer skepticism and, most importantly, yields far greater likelihood of the customer purchasing an upgraded, premium offering from a supplier,” added Mr. Adamson.
According to Gartner research, sense making secures a commercial advantage through a series of unique, information-related behaviors:
- Connect. Diagnose customers’ information needs and provide curated sources and tools to help customers feel they know all the relevant information.
- Clarify. Reduce the complexity of the information environment by filtering and processing information for customers.
- Collaborate. Help customers evaluate the quality of information and arrive at their own understanding of difficult issues.
“At the end of the day, no matter what sales model a supplier employs, sense making must be at the foundation of your customer engagement strategy,” said Mr. Adamson. “Building confidence, reducing skepticism and resolving customer information challenges is what sets the best apart from the rest and results in more consistent high-quality, low-regret deals.”
Additional details are available to Gartner for Sales Leaders clients in the report “Redefining the High-Performing Seller for the Information Era.”
About Gartner for Sales Leaders
Gartner for Sales Leaders provides heads of sales and their teams with the insights, advice and tools they need to address mission-critical priorities amid mounting pressures to drive growth through new and existing customers. With extensive qualitative and quantitative research, Gartner for Sales Leaders helps sales teams combat commoditization and price-based purchasing, develop critical manager and seller skills, elevate the value of sales interactions, unlock existing growth potential and optimize sales force enablement.
About the Gartner CSO & Sales Leaders Conference
Sales leaders face unprecedented changes in customer expectations, technology and the talent needed to drive results. At the Gartner CSO & Sales Leader Conference, taking place September 17-19, 2019 in Las Vegas, sales leaders will learn from the latest research and Gartner experts covering sales talent, customer buying behavior, sales enablement and sales operations. Follow news and updates from the event on Twitter at #GartnerSales.