THE 6 PHASES OF

THE BUYING AND

SELLING PROCESS
Insight Sellers engage buyers here proactively, inspire with ideas, Sellers brought in here by
drive buyer thinking and agendas, and influence the buying process* buyers are late to the game!

DEFINE VISION EXECUTE PURCHASE DRIVE RESULTS

BUYING PROCESS > DISSATISFACTION ANALYSIS INTERVENTION SELECTION COMMITMENT IMPLEMENTATION

A. PASSIVELY | B. ACTIVELY  Analyzing situation / causes  Identifying provider options  Making a "Go" or “No Go"  Negotiating agreement*  Evaluating success
 Problem solving:  Vetting intervention options  Evaluating options decision  Making commitment  Continuing or discontinuing
Looking for a solution to fix  Evaluating feasibility  Selecting an option  Executing agreement  Improving, evolving, and
what’s broken  Allocating funds expanding
 Future seeking:
Looking for possibilities to
drive stronger results

1 2 3 4 5 6
SELLING PROCESS > PROSPECTING NEEDS SOLUTION CRAFTING SOLUTION WIN ACCOUNT
Success Preparation:  Researching buyers DISCOVERY | DRIVING  Analyzing situation and affliction PRESENTATION  Delivering executable DEVELOPMENT
 Setting goals*  Implementing outreach plan* Driving: causes*  Resonating*: presenting a agreement  Ensuring maximum buyer value
 Planning actions and time  Setting a meeting*  Inspiring with new ideas  Crafting the solution* compelling solution, Impact  Negotiating* from purchases
management  Planning for first meeting  Telling Convincing Stories*  Ensuring the solution is best for and New Reality case  Gaining verbal, written, public  Embedding current offerings
 Creating a prospecting  Beginning Sales Opportunity  Influencing agenda and creating the buyer  Differentiating*: highlighting agreement  Planning to grow account*

to p h a s e 1
campaign Plan* opportunity  Tightening and clarifying impact strengths and negating  Handing off to implementation  Driving new opportunities*
 Building skills and Driving and Discovery: case competitor advantages  Preventing competitive inroads
knowledge*  Establishing rapport  Preparing presentation strategy  Substantiating* message and

R e tu r n
 Improving attributes  Uncovering needs  Reviewing proposal checklist mitigating risks
 Making impact case*  Finishing qualifying the  Soliciting feedback
opportunity  Overcoming objections High performers in strategic
 Establishing possible New
77% of Elite Performers account mgmt. are 2.8x more
Reality
have sellers with the likely to work collaboratively
 Outlining possible approaches
skills to fill the pipeline with accounts to co-create value
 Beginning to qualify the
vs. 37% of The Rest opportunity*
 Assigning pursuit intensity* Elite Performers are 2.4x
“Persuaded me we more likely to capture
Sales winners are would achieve results”
2.3x more likely maximum prices in line
is the 3rd greatest with the value they
to understand difference between
buyer needs provide vs. The Rest
When sellers bring opportunities winners and 2nd-place
to buyers proactively, the buyers finishers
are 2.9x more likely to be loyal

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Sources www.raingroup.com
The research in this infographic comes from the following three RAIN Group Center for Sales Research studies: info@raingroup.com
1. The Top-Performing Sales Organization Benchmark Report, 2015. (508) 405-0438
2. What Sales Winners Do Differently, 2013.
3. Benchmark Report on High Performance in Strategic Account Management, 2012. © RAIN Group. All rights reserved.