Identifying and influencing the people involved in the buying decision is a prerequisite to any successful sale. The buying center is the group of people who are involved in the buying process for your solution — those with purchasing and financial expertise, those with technical expertise, top-level management, and those who actually use the product. This blueprint shows you how to develop an account plan based on the roles that are in the buying center.

Most prospects use a relatively arbitrary decision process. Uneducated buyers often make the mistake of weighing criteria and basing their decision on which solution checks the most boxes on the list of requirements.

However, an educated buyer decides based on impact. As a sales professional, you need to guide your prospect to help them make their decision using impact.

To run an effective demo, used the SPICED framework in order to ground your demo and keep it directly relevant to your customer’s pain points.

At the same time, use these demo best practices of setting the stage, keeping your audience engaged, and connecting the wagons to orchestrate next steps.