{
  "title": "Complex sales in Basel: helping customers justify their decisions",
  "url": "https://www.shr.swiss/blog/vente-complexe-a-bale-aider-le-client-a-justifier-sa-decision-en",
  "language": "en",
  "datePublished": "2025-01-27",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "Convincing a contact does not necessarily equip them to defend their choice internally. Research on accountability clarifies this distinction without offering a sales formula.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Basel",
    "region": "Bâle-Ville",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Jennifer S."
    },
    {
      "heading": "Anticipating scrutiny is not the same as defending an existing choice",
      "point": "Philip E."
    },
    {
      "heading": "The premature conclusion",
      "point": "One might conclude that the solution is simply to prepare a sales case that customers can pass on to their managers."
    },
    {
      "heading": "What these findings do not establish",
      "point": "These studies concern judgment and accountability, not sales effectiveness in Basel's pharmaceutical sector."
    },
    {
      "heading": "A practical check in Basel",
      "point": "As a practical application of SHR's “Vente à forte valeur ajoutée” programme in Basel, a team could test a decision sheet on a consecutive series of proposals for pharmaceuticals, life sciences, Rhine logistics or international R&D."
    }
  ],
  "sources": [
    {
      "authors": "Tetlock",
      "year": "1999",
      "source": "Psychological Bulletin"
    },
    {
      "authors": "Boettger",
      "year": "1989",
      "source": "Journal of Personality and Social Psychology"
    }
  ],
  "wordCount": 434,
  "image": "https://www.shr.swiss/img/blog-Training-High-Value-Selling-Basel-vente-complexe-a-bale-aider-le-client-a-justifier-sa-decision-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/vente-complexe-a-bale-aider-le-client-a-justifier-sa-decision",
    "en": "https://www.shr.swiss/blog/vente-complexe-a-bale-aider-le-client-a-justifier-sa-decision-en",
    "de": "https://www.shr.swiss/blog/vente-complexe-a-bale-aider-le-client-a-justifier-sa-decision-de",
    "it": "https://www.shr.swiss/blog/vente-complexe-a-bale-aider-le-client-a-justifier-sa-decision-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation-vente-forte-valeur-bale",
    "city": "https://www.shr.swiss/formations-ville/bale",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}