Complex Sales: What It Is and Which Strategies to Use

May 31, 2023

It's important to understand that unlike simple sales, complex sales are those that can be concluded quickly, do not involve lengthy processes, and are typically straightforward. On the other hand, complex sales involve negotiating high-value products or services, usually have a longer sales cycle, and require the involvement of many decision-makers. Additionally, they require certain functionalities found in a sales journey platform to facilitate the process. Some of these functionalities include:

Commercial policies: Rules for displaying customers, product mix, forms, and payment conditions.Dynamic pricing: Composing prices by layers (conditions) allowing the use of advanced rules and global variables.Credit limit: Monitoring accounts receivable, allowing configuration of global limits or by payment method.Inventory: Internal, real-time management of all necessary inventory information for sales, both in the app and on the desktop.Commercial hierarchy: Define portfolios and territories simply and intuitively.

However, the process of complex sales is not limited to converting a lead into a customer but requires a strategic approach, understanding of the customer's needs at a deep level, and a personalized solution to meet those needs. However, complex sales can vary depending on the industry and the type of product or service, and there are some common processes that are essential to succeed in this type of transaction.

Here are the key processes:

Research and identification: It is important to conduct in-depth research on the market and potential customers, understand market pain points and challenges, and identify companies that may adopt your platform. The more information gathered in this phase, the better prepared you will be to effectively approach potential customers.

Prospect mapping: In complex sales, it is common to have many decision-makers involved. Identifying and mapping these prospects is important to understand their needs and motivations. Each prospect may have different interests, so it is necessary to adjust the discourse and message to meet the individual urgencies of each lead.

Therefore, it is important to align effective communication with the ability to build relationships with people of different hierarchical levels and areas of expertise.

Understanding customer needs: In complex sales, it is essential to have a deep understanding of the customer's needs. This goes beyond the superficial and involves delving deeper into what each lead faces and how your solution can help them. It is necessary to ask intelligent questions, listen carefully, and conduct a thorough analysis before presenting a personalized and convincing solution.

Relationship Building: Building strong relationships is critical in complex sales. This involves creating personal connections with stakeholders and building trust over time. Attending face-to-face meetings, phone calls, and industry events can help build rapport with your prospect.

Negotiation and Closing: During the negotiation phase, it is essential to focus on the customer's needs and adapt as necessary.


Complex sales are challenges that require more than just basic sales skills; they involve a longer and more time-consuming process involving many decision-makers, the assistance of some functionalities that only sales journey platforms possess, and the need to deeply understand the customer's pain points and challenges.

Therefore, it is necessary to be well prepared for each meeting with a lead with a strategic approach and master the necessary skills, as well as acquire a sales management platform to assist in this work and optimize your time. The Sales Journey was designed to save time and effort, so you can focus on what really matters: closing deals. Try a more efficient way of managing with our sales force automation solution and opportunity management.

If you enjoyed this text, be sure to check out other news on our blog.

Raquel Sales

Head Marketing - Sales Journey

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