When risk goes up, the number of decision makers multiply. Sellers need the ability to navigate this matrix – more importantly they need to enable the customer to gain a higher decision out of their own matrix. This ability to understand the customers key players, and their buying process is a fundamental step in customer engagement. Added to this, is the need to understand the beliefs behind each decision for every decision maker, at every stage of the buying process. This is further complicated since the seller now needs to ensure that the customer does not revert to no decision, or lowest price.

This workshop is an outside-in approach to understanding, navigating and controlling the customer buying and value realisation process.