When Goal-based Planning Doesn't Work...

1. Traditional Planning/Selling Approach

Consultative and transactional selling models are goal-based. The needs identification stage of consultative selling presumes the existence of a known and desirable goal(s)… which is great if people know what they want. This is not usually the case, especially when faced with complex issues. The truth is that most people don't know what they want until they know what they can have. That’s why when you’re dealing with complex client problems goal-based planning approaches aren’t appropriate. A scenario planning approach is required.

2. Scenario Planning Approach

A scenario-based planning approach reverses the order of two of the steps in the planning process: setting goals and planning for possibilities. In a scenario-based approach, planning for possibilities comes before planning for goals.

3. Scenario Selling Model

ScenarioSelling turns the traditional consultative sales process inside out: Instead of starting with client goals and developing possibilities to achieve them... It starts with evaluating possibilities and choosing among them to determine goals

The result is a new model for professional selling that dramatically improves both the client experience and sales results for selling situations that involve complex products and services.