Gartner Research

Focus on Situational Awareness to Reduce Buyer Friction

Published: 07 August 2019

ID: G00384224

Analyst(s): Alastair Woolcock

Summary

Technology and service providers too often use sales processes that are self-benefiting in place of those that make buying easier for customers, creating friction between how products and services are sold and how buyers want to buy. TSPs must adapt their sales approach to be more customer-driven.

Table Of Contents
  • Key Challenges
  • Focus on the Buying Process, Rather Than the Selling Process

Analysis

  • Leverage Content Strategies to Enable Sales and Remove Buyer Friction
  • 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 TSPs Will Enable Ideal Customer Situations Through Their Sales Teams

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.