Knowing about the phases of the buying journey is key. Knowing where your customer is in the buying journey is even more critical.
When my cycling buddy rang to see if I wanted a ride over the weekend, he was surprised when I answered no!! I never turn down the opportunity for a cycle, so why did I?
In B2B complex sales we should focus on what matters most to the buyer and less on what matters to the salesperson or the seller’s organisation.