Gartner Research

Create a Frictionless Buyer Experience by Adding Situational Awareness Skills to Your Sales Team

Published: 11 February 2019

ID: G00383579

Analyst(s): Alastair Woolcock


B2B companies too often use a linear sales process, creating friction with how customers want to buy. Tech CEOs must adapt their sales efforts to become more customer-driven and situationally aware to reduce buyer friction and increase win rates.

Table Of Contents


  • Focus on the Buying Rather Than the Selling Process
    • Use a Prescriptive Sales Approach to Guide the Buyer
  • Uncover Insights Into the Customer’s Situation
  • Use Steps and Tools to Develop a Situational-Awareness Capability
  • Teach and Reinforce Situational Awareness Through Training
  • Summary: Leading Tech CEOs Will Enable Ideal Customer Situations Through Their Sales Teams

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