Our prospective customers will always have many more potential issues than they can possibly afford to address in the short term. There will always be a bunch of problems that they would like to - or feel they need to - solve.
But one of the reasons why losing to “do nothing” (rather than to a competitor) is now the most common outcome of even apparently well-qualified sales opportunities is that if organisations don’t feel they have to take action right now to deal with an issue, they will probably postpone or defer the purchase.
This is particularly galling for sales people (and their colleagues) who have often invested months of effort and received a string of positive signals from the prospective customer. They may have even been selected. They may have agreed terms.
But despite their herculean efforts, despite the good intentions of their champions within the customer, they still often end up failing to close the deal and win the sale - and it’s scant compensation to think that at least you haven’t lost to a competitor…Read More