Startup Resources
January 17, 2014 by Gary Swart

These days, there is no such thing as a one-size-fits-all buying cycle or consideration process. Now more than ever, companies need to understand the nuances of how and why people buy products or services. Is an as-simple-as-possible buying process the best way to convert prospects? Or do they need a full consultation with an expert before making a decision?

In his recent Linkedin column, oDesk CEO Gary Swart advises businesses to answer these fundamental questions before creating a sales plan. He also discusses the differences between implied and explicit needs, and how that should factor into your selling strategy:

“With an implied need, you are not happy, but you do not have a strong desire to change (it’s a nice to have). An explicit need, however is something you want to fix today (it’s a must have). Sales reps who jump in with features (characteristics of their product) or advantages (which tell how these features are useful) prior to uncovering explicit needs will likely annoy the potential customer and waste time.”

For the rest of Gary's tips on how to sell, read his full LinkedIn column here!

Gary Swart

Chief Executive Officer

Gary Swart is the CEO of oDesk, the world’s largest online workplace. Gary is a thought leader in entrepreneurship; how best to hire and manage teams; and the future of work, including online work. He is passionate about helping small businesses thrive, fueled by his extensive experience working with startups and small businesses that use oDesk, as well as by mentoring entrepreneurs and business school… read more