You'd be hard-pressed not to have noticed a marked increase in interest over ‘insight-led’ selling approaches
recently. The broad story is that buyers are now contacting sellers later in the buying process when
they already know what they want, so price becomes the main decision factor. Therefore, sellers need to engage senior decision-makers earlier in their buying process to create
differentiation in the sales conversation. They do this using insight which helps the customer better run their business. Such insight creates customer value and greater purchasing
More and more companies are adopting this strategy and it feels like new books covering this subject are arriving thick and fast. Indeed, many industry leaders think we are in the midst of the
largest change in selling practices for decades.
Interestingly, there are now several key developments compared to the situation three years ago when one particular
insight-based method, ‘Challenger’, was grabbing most of the attention. To read our article, commissioned by the UK's
Institute of Sales & Marketing Management Journal, click here.