Understanding the buying process and drivers in complex deals


As a result of joining this event the participant will know how better to approach complex, high-value opportunities which will enable them to sell more, more often and quicker.

Recommended audience

All who are engaged in selling complex products, solutions and services to medium/large customers. Or who want to be!

Type of audience

UK and International


Jim's first Webinar for the ISP covered research and the discovery process; the second one looked at gaining more from proposals and presentations. This third session will cover 'the difficult middle part' of the complex sale journey.

Once engaged: How do you REALLY understand the organisation? How do you know who will be involved in the decision? What are the metrics buyers typically use to decide? How can you understand and then influence individuals?

Jim has extensive experience in complex multi-million £ deals, has a great network within the world of procurement and is an advocate of best practice in sales. All these combined will be reflected in the content of this session, where you will learn some principles of procurement, a mix of old and new tips for you to adopt in your career, steps and actions to avoid in the process and powerful ways to differentiate yourself from the crowd.

Jim has personally closed individual deals worth more than £10m and partnerships delivering in excess of £100m. He has won and lost. He has lived this world of the complex deal…

Key takeaways

  • How decisions are made.
  • Who gets involved (typically the 'Decision Making Unit - DMU').
  • How to navigate the complex and political sale.

CPD Points

CPD Points: Two (when attending live) or one (watching the recording)


Jim Irving FF.ISP

Jim is a Founding Fellow of the ISP. He has worked in tech sales for 44 years, moving from selling to leading major US tech company operations in the UK/EMEA. For the last 15 years he has trained and supported start-ups. He has written 3 successful books on B2B Sales.

Please note that if you are not a member of the Institute of Sales Professionals and book a ticket, our members will take priority and, in the event of reaching full capacity, you may be contacted closer to the event to cancel your booking. To ensure you are able to attend all events, contact membershipservices@the-isp.org for more information.How to better prepare to enter the discovery phase.



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