B2B sales is a tough game, especially at the enterprise level. However, it also yields big rewards when done correctly.  While there are plenty of examples of people being in the right place at the right time, the truly long-term success stories are those of enterprise sales reps who established methods of second-order thinking.  Consider the Time Bandit method to help you sell.

Let us start with an example of a typical scenario that plays out in sales engagements all the time.  Particularly those in the tech space. The company, the marketing team, and the SDR team all worked hard to get that sales rep to give a scheduled demonstration. Hooray, not always an easy win! The sales rep shows up, does the demo, answers a few questions then heads into the closing of the meeting.  Not completely certain of the next steps on the customer’s end the rep quickly shouts: “How about I send you a proposal?”  What does the customer then say? “Sure, ok sounds good.”

While that sounds like a simple newcomer mistake, you might be surprised how often this happens in technology sales of all sizes. The sales reps have been trained on the Sales Process that states:  Prospect > Connect > Demonstrate Value > Close. While there are often more steps and sub-steps. The rep has been reminded of the process repeatedly. Thus creating an internal bias about the journey, we expect the prospect to take. So now this may have a good result, but there is a greater chance it spins into multiple challenges. 

This leads us to our topic. The need for second order thinking for sales reps to truly be collaborative for a long-term rewarding career.

First order thinking is fast and instinctual. It is focused on finding an immediate reaction to a circumstance.  Second order thinking is slower and more patient. It occurs after careful consideration of the consequences of an action. Most sales reps do not want to take the time to consider consequences as they by nature train themselves to be optimistic.  It is the helmet to help them face rejection. Thus, a need for a calm process and for Second Order Thinking.

“Failing to consider second- and third-order consequences is the cause of a lot of painfully bad decisions, and it is especially deadly when the first inferior option confirms your own biases.”

-Ray Dalio

Second-order thinking is more deliberate.  It is thinking in terms of the next interaction and understanding that despite our intentions our bias may cause harm. Second order thinkers ask themselves: “what then?”

It is important as sales leaders that we teach and encourage second order thinking.  Meaning help the sales reps contemplate not only the immediate outcome of your actions, but also the medium- and long-term outcomes. In sales particularly, you are playing against formidable opponents. Budgets, Competition, Do Nothing, Build in House, etc. A lack of anticipating pressures from these competitors at worst will stop your deal in its tracks. At best it will force you into the sales cycle dictated by other forces. 

Now certainly not all sales are created with an equal number of battles. Many can be clearly expedited based on a pressing need, a previous client’s knowledge of a solution, or just the right time, right place element.  However, a remarkably high percentage of your deals will improve by enforcing less robotic reaction to a sales process and more second order thinking. Taking the “and then what” approach with your team and opportunities will hopefully align your activities with the customer. One way to enable this thinking is using a simple template (get the template details below). However, first here is the “early proposal” decision using second order thinking. 

While this “quote” example is simple, when you think about the potential interactions of an enterprise deal, the area for mistakes is many. Who should be the executive sponsor? Which client references to share? Calculating value messages and so on. Providing the discipline to think beyond the first instinct is the way to maintain sales margin in the face of a recession.

By the way, there are times first order thinking is a wonderful tool for sales reps. Largely in the repetitive tasks of prospecting. These are good instincts to develop as well but do keep in mind complex sales isn’t a one size fits all.

To learn more about how to turn your team’s ideas into better work patterns, contact us at www.coteriesolutions.com. Link for the 2nd order thinking template fill out the form on the website and we will be happy to send it to you with no obligations.