Studies conducted on sales have traditionally focussed on successful salespeople, which has limited our knowledge of sales to what distinguishes successful salespe- ople from less successful ones (with no distinction of sales to consumers and sales to business, to boot). This is a serious limitation.
Prosales’ research can now conclude that companies engaged in business-to-business sales (B2B) can benefit from organising their sales according to the purchase complexity of their business deals. Business deals that are low in purchase com- plexity demand entirely different sales strategies and steering compared to ones with high levels of purchase complexity. Companies that organise, steer and manage their sales in a manner that is adequate for the purchase complexity of their business deals, have better profitability and higher levels of growth, in comparison to companies who fail to account for the purchase complexity of their business deals.