Sales Friction & Broken Symmetry

friction“SALES FRICTION” is wasted energy in the form of wasted time and resources during the process of a buyer and seller coming together to close a proposed deal. During 15 years managing complex high value long sales cycle B2B transactions, I found great advantage in finding ways to reduce sales friction. Simply stated, aligning sales efforts with the customer’s buying phases was the key to reducing friction (as happens in any physical system which gains coherence). But, how to do this consistently when starting with imperfect or zero knowledge of the customer’s buying agents and internal processes?

Due to superior knowledge of their sales process, sellers naturally select their internal sales funnel as a “sales gauge.” Unfortunately this is a poor choice of gauge if one is trying to measure the likelihood of a SPECIFIC customer making a SPECIFIC (large or complex) purchase. There are statistical correlations between a vendor’s sales stage and probability of closure, but can we do better than these correlations? Yes, we can.

Salesphase is a methodology that is independent of any particular buying or selling process. The scale and scope of the deal makes no difference. Sounds “universal?” Let’s check:  to claim a “universal solution” to any set of problems (including sales friction), it is well established historically & mathematically that such solution MUST be based on one or more underlying physical or abstract symmetries. “Symmetries” can be difficult to define, and as an aspect of Salesphase is kept securely tucked “under the hood.”  But in the context of the underlying algorithm, symmetries are groups of transformations which leave some property of a system invariant (fixed, unchanged, indistinguishable).

Finding hidden symmetries can be difficult. Customer and vendor organizations and processes often appear specialized, unique and yes, asymmetrical, when compared to one another. Why? Because symmetries can be “broken” by external forces, e.g. culture, terminology, system noise, etc. Broken symmetries, when not purposefully designed into a system, necessarily imply at least two things:

  1. There exists hidden “embedded” useful information; and
  2. Some property or characteristic of the system remains invariant despite observed “local differences.”

Salesphase exploits invariant properties of the selling/buying process to unlock hidden information critical to reducing sales friction and other sales dysfunctions. Salesphase realistically assumes a world of IMPERFECT/INCOMPLETE customer information which can be enhanced as information is learned or modified. Salesphase is a methodology leading naturally to an algorithm, and is not competitive to CRM or data analytics. Instead it is a framework for extending the value of existing tools while reducing total sales effort and increasing the accuracy of sales predictions.

Tweet or follow John Clark, @Salesphase, to discuss.


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