{
  "title": "Complex sales: does a distant project seem easier to deliver?",
  "url": "https://www.shr.swiss/blog/vente-projet-lointain-faisabilite-bale-en",
  "language": "en",
  "datePublished": "2024-11-08",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A customer may value a project's benefits without giving equal weight to the conditions required to deliver them. Temporal distance offers one possible explanation for this gap.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Basel",
    "region": "Bâle-Ville",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Nira Liberman and Yaacov Trope (1998, Journal of Personality and Social Psychology) showed, in experiments involving near- and distant-future decisions, that temporal distance changes the relative weight of desirability and feasibility."
    },
    {
      "heading": "Distance changes the level of representation",
      "point": "Yaacov Trope and Nira Liberman (2010, Psychological Review) present a theoretical synthesis in which psychological distance favours more abstract representations, while proximity favours more concrete ones."
    },
    {
      "heading": "The premature conclusion",
      "point": "One might conclude that the deadline should be brought artificially closer or that every presentation should begin with the difficulties."
    },
    {
      "heading": "What the evidence does not establish",
      "point": "These publications do not demonstrate that a distant horizon causes sales of undeliverable projects in pharma or life sciences."
    },
    {
      "heading": "A practical check in Bâle",
      "point": "Within SHR — Swiss Human Resources' « Vente à forte valeur ajoutée » programme, an exercise applicable in Basel is to review, over a period defined in advance, all proposals scheduled for implementation beyond the following six-month period."
    }
  ],
  "sources": [
    {
      "authors": "Trope",
      "year": "1998",
      "source": "Journal of Personality and Social Psychology"
    },
    {
      "authors": "Liberman",
      "year": "2010",
      "source": "Psychological Review"
    }
  ],
  "wordCount": 455,
  "image": "https://www.shr.swiss/img/blog-Training-High-Value-Selling-Basel-vente-projet-lointain-faisabilite-bale-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/vente-projet-lointain-faisabilite-bale",
    "en": "https://www.shr.swiss/blog/vente-projet-lointain-faisabilite-bale-en",
    "de": "https://www.shr.swiss/blog/vente-projet-lointain-faisabilite-bale-de",
    "it": "https://www.shr.swiss/blog/vente-projet-lointain-faisabilite-bale-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."
}