In some instances, a complex sale occurs when the market is mature and the stakes are high enough to warrant attention from a variety of stakeholders in the buying organization.
In other instances a complex sales process is needed when the buyer has never had experience with the vendor, technology being sold, or if the solution is business critical or impacts the buying organization on a strategic level.
Because of the large amounts involved, complex sales generally have considerable resources, strategies, and tools devoted to improving the chances of winning these contracts.
By analysing the characteristics of 'stellar performers', Dixon and Adamson argued that building strong personal and professional relationships and advocates among customers was no longer the most important success factor for selling.
On the contrary, nearly 40% of 'stellar performer's were sellers who pushed their thinking[clarification needed] and were not afraid to share even controversial views with both their customers and bosses.