As you’ll probably know, I’m involved in ‘solution selling’. Several traits identify such an environment, like having to justify what the offering will make or save the prospect, or guaranteeing it’ll provide a return on investment in nano-seconds.
Pretty much all of my customers (solution selling sales organisations themselves) grapple with how to trigger a buying cycle. Leave it too late, and every man and his dog gets invited in, start too early and you could waste precious time on a stifled bid.
Reading one of my fave blogs (‘evanomics‘), I was heartened to discover wisdom that can help to earn that invaluable position as the person starting a campaign destined to complete, who ultimately gets to shape it their way. The majority of deals you win, you probably instigate as first-mover. (The rest you’re possibly last to come in at the death and sneak it.)
A “prompt” launches something that you might have expected to occur anyway at some point.
A “cause” brings something about that would not have otherwise happened.
I reckon that sharing this subtlety with potential buyers will:
- smooth their reticence to begin talks
- get to see you as prime deal mover
- morph a head-in-sand mentality, thinking the inevitable pending disaster won’t actually happen on their watch, towards one where they’re future-proofing
As surely, it is way better to generate the ‘prompt’ yourself, rather than fire-fight after the ’cause’ wreaks havoc, mister customer?