When I see a summary of the best closers in NBA games, names like Michael Jordan, Kobe Bryant, LeBron James, Stephen Curry, and many more come up. All of them have an unmatched level of skill, effectiveness, and athletic prowess, but those capabilities don’t put the ball in their hands in those final seconds. They define games through their situational ability to make the best decisions.

Science applied to business decision-making

In B2B sales, to meet the demands, it is no longer enough to have a sales process, an analytics-equipped CRM, lead generation campaigns, appropriate incentives, and cutting-edge solutions. Having those levers is basic.

Applied science to commercial decision-making provides compelling evidence to understand that customers employ different psychological patterns when choosing an option. These patterns vary situationally, whether you are trying to persuade them to be your customer for the first time, justify an investment in what you propose, or remain and grow with you loyally.

 “You need to tell a powerful and differentiated story that breaks the status quo of decision-makers”.

For instance, when you first engage with a prospect, you need to tell a powerful and differentiated story that disrupts their status quo and convinces them to initiate a mental shift.

Then, you must learn to justify why they should choose you and why the client should take action now and not postpone. As deals progress, handling pricing pressures and avoiding unnecessary discounts becomes more challenging. Often, there are decision-making committees, and unless you generate consensus around the purchase decision, anyone can derail your efforts.

It involves elevating and sharpening your skills to the extreme, with the situational awareness to know when and how to adapt. You became a real deal closer when you get expertise in each conversation and situation in the Customer Decision JourneyTM.