In sales, there are no universal solutions that work in all situations. Something I have learned over the years is that the choice between solo selling and team selling is often governed by the complexity of the business and the customer's specific needs.
Solo selling – when simplicity is key
Solo selling can be very effective when the deal is relatively simple and the customers do not require a lot of specialized input. A single contact person, who manages the entire process from start to finish, provides a smooth and coherent customer experience. The customer gets a clear contact path, and the relationship can quickly become personal and strong.
This method often works best in businesses where the relationship with the customer is central, and where fast and efficient communication is the key to success. The fact that a single seller has full control over the process also means that the decision-making paths are shorter, which can be an advantage in smaller, simpler deals.
Team selling – necessary for complex deals
But when the deals become more complex, for example with larger customers or advanced solutions, team selling is often the only right choice. Here it is no longer about one person running the entire process – on the contrary, an interaction between several different skills is required to meet the customer's needs.
In these cases, it's about building a strong account team where each member contributes their expertise, whether it's technical details, project management or strategic advice. As an account manager or salesperson, your role is no longer just to sell – you must also act as a leader and coordinator of the team.
The complexity of team selling requires new skills
Leading a sales team requires a different skill set than selling solo. As a salesperson in a team, you need to be able to navigate a more complex dynamic. You need to manage internal communication, ensure that everyone in the team knows what is expected of them, and at the same time keep track of the client's needs and goals. You act as a bridge between your team and the client's organization, which requires both coordination and diplomacy.
It is also important to be able to let go of some control and trust your team members to deliver the expertise needed in different parts of the business. Building relationships at multiple levels within the client's organization—and making sure the right people from your team meet the right people from the client's side—is an art in itself.
The choice is governed by the complexity of the business and the customer
So how do you choose between solo selling and team selling? The key lies in understanding the customer's needs and the complexity of the business. For smaller deals, where speed and simplicity are essential, solo selling may be the best way forward. But when we're talking about larger, more complex deals – where multiple decision makers are involved and where different areas of expertise come into play – team selling is often the only way to truly deliver value.
Whichever approach you choose, it ultimately comes down to understanding that no two deals are the same. It is the complexity of the business that should guide the choice of formation, and that requires us as sellers to be both flexible and strategic in our approach.
How do you see this?
When have you noticed that team selling is a necessity, and when does it work better to sell solo? Please share your experiences!
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