Thoughtful Thursdays – Helping the indecisive buyer
Something that can lengthen your sales cycle is the indecisive buyer. Today’s thought is about helping the indecisive buyer and shortening your sales cycle.
We will assume you have done a good job identifying needs and assessing the situation, yet in spite of all your sales tactics the close is not imminent. Like our bear in the photo, the buyer just can’t seem to make up their mind.
Selling to an indecisive can be a frustrating experience and no sales person is immune. It is beneficial to have a strategy ready when needed.
An important factor to consider is the reason for the apparent reluctance to make the buying decision. Even if the answer is no, it is better to know sooner rather than later so that you can move on. Is it really indecisiveness or something that is causing it to appear that way?
Consider the following from the point of view of the buyer:
- The risk of changing suppliers may be high
- Previous experiences where seemingly good decisions backfired
- Overall fear making their internal sale
Now from your chair, consider can you help your customer navigate through the challenges they face
- Understand all the risks of changing suppliers by conducting thorough research and mitigate them one by one
- Empathy is important as is instilling confidence that the decision to go with you will not backfire and ultimately be very beneficial
- Understand the culture of your customers business and provide them the tools to sell it internally
You will learn ways to overcome apparent indecisiveness by calling in-depth and having a full understanding of your customers business. Knowing your customer’s business as well as you know your own can be huge advantage over your competition.
Good selling,
Richard
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