[DSRP Evidence](https://dsrpevidence.org/)

# Structured Thinking Structures Sales Opportunities That Win

## Details

**Authors** Brontén G, Cabrera D

**Year** 2025

**Publisher** Journal of Systems Thinking 5(1)

**Kind of work** article

[Read it at the publisher](https://doi.org/10.54120/jost.2025-0080GB) 
10.54120/jost.2025-0080GB

## In authors' words

### Abstract

The ability to structure complex sales opportunities is directly tied to a sales professional’s ability to structure their thinking and connect the dots in the sales process. Common logic assumes that increasing the number of stakeholders complicates decision-making and decreases win rates. However, empirical data challenges this assumption, revealing that win rates peak at 4-5 stakeholders before declining beyond six, with deal values shifting unpredictably. Sales professionals can leverage DSRP-483—a universal theory of cognition with extensive empirical validation—to structure their thought processes in a way that clarifies stakeholder complexity and helps co-create a shared mental model. We suggest that sales professionals apply the DSRP Mapping Protocol, which includes five cognitive moves (Is/Is Not List, Zoom In/Out, Part Party!, RDS Barbell, and P-circle) to systematically map, analyze, and structure complex opportunities to optimize sales interactions. The findings suggest that this protocol would assist with effective stakeholder engagement and enable sales teams to focus on high-leverage actions that maximize success. By dynamically structuring their thinking, sales professionals can improve opportunity outcomes, increase win rates, and navigate stakeholder complexity without unnecessary friction.

## Commentary

**Patterns it shows** D, S, R, P

## Questions it bears on

- Referred to by: [Structured Thinking Structures Sales Opportunities That Win](https://dsrpevidence.org/element/486)

**How to cite this** Brontén G, Cabrera D (2025). Structured Thinking Structures Sales Opportunities That Win. Journal of Systems Thinking 5(1).