The only way that the sales process can get implemented is through communication with the customer. Salespeople usually think of this dialogue as sitting in front of the customer and telling the story face-to-face. Being able to see and feel the impact of the conversation, good or bad, provides the best way to adjust tactics midstream if needed. But a complex sale can’t be conducted face-to-face through its entirety.

OPM defines a couple of distinctly different types of interactions: one-way and two-way. Two-way interactions are where both customer and salesperson are involved in conversation in real time. This happens in face-to-face or phone conversation. One-way interactions are just that–sending an email, letter, or fax is one-way. Sometimes, it is acknowledged with a reply, in which case it becomes two-way.

One-way interactions can also be important in the sales process. A customer’s time will always limit the number of face-to-face or phone conversations that are possible, so it is much easier to get material in front of the customer if the interaction is one-way.

Both one-way and two-way interactions can be of high-value to a salesperson, because they make up a key component of any strategic planning process. Top level strategy is always played out in conversation between customer and salesperson, and that conversation happens through interactions.

–Excerpt from OPM: Opportunity Portfolio Management, the upcoming book.