Prospect, qualify, present and close. These are the basic elements of the conventional sales process that most sales organizations and selling professionals still follow today. This sales process is the most widely used selling paradigm for good reason, too: it works. That is, it works if you have a simple sale. The problem is, the world that we sell in today has changed.

We must deal with complex problems and, correspondingly, complex solutions that involve multiple decisions and multiple decision-makers—most of whom are having an increasingly hard time understanding their own problems and the most fitting solutions.

When you follow the conventional sales process in a complex sale, you run head first into a series of traps. These traps grow progressively more difficult to avoid and make a positive outcome for the sale less likely. They are as follows:

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