Gartner Research

Focus on Situational Awareness to Reduce Buyer Friction

Published: 07 August 2019

ID: G00384224

Analyst(s): Alastair Woolcock


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


  • 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

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