To foster the Sense Making approach in your sales organization, implement these three steps:
1) Clarify information complexity. Reduce complexity of the information environment by filtering and processing information for customers.
Proactively provide information about issues customers are likely to face in buying process
Deliberate about sharing information not already made available to customer through company’s website
2) Help customers work through purchase decisions by sharing tools that enable buying.
Connect to relevant resources
Diagnose customers’ information needs and provide curated sources/tools, helping them feel that they know all the relevant information
Connect customers to information they are unlikely to encounter on their own.
Default to data and evidence when interacting with customers (as opposed to stories and opinions)
Admit knowledge limits, and connect to answer
3) Collaborate in customer learning. Help customers evaluate quality of information and arrive at their own understanding about difficult issues.
Help customers identify questions they didn’t think to ask
When faced with difficult considerations, help customers arrive at their own understanding
Encourage customers to independently verify information provided by sellers