Managing deferred decisions – Turning ‘not now’ into ‘yes, how?’

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When approaching a B2B prospect, there are two key sales tactics to keep in mind: urgency and engagement. All too often, sales managers reach out to high-level executives about a new product or service using its functions and features as selling points, when what executives really want to hear is exactly how that product will benefit them in everyday business operations.

Urgency and engagement are all about demonstrating value. According to an article on Corporate Visions, executive buyers defer decisions rather than making them. “There’s ample evidence suggesting that most of the salespeople they deal with lack the competence and confidence to engage them on their level, linking their executive-level business initiatives to the value of your solutions.”

Urgency

Urgency is created by the message that encourages prospects to forego any potential reservations and buy right now. So what types of messages create urgency?

As the article from Corporate Visions explains, executives value business expertise more than just hearing about products and services. “Forrester Research found that executive buyers believe 88 percent of the sales professionals they encounter are knowledgeable about their own products and services, but only 24 percent are knowledgeable about the buyer’s business.”

While you definitely want to appeal to executives with features and benefits, what will likely interest them most is your knowledge of how their particular business works. B2B prospects want to have business conversations rather than sales presentations. They want to know how the products and services you offer can directly impact their own sales and progress.

Engagement

Customer engagement involves a two-way conversation between you and your prospect. The key is to address the problem your prospect is facing by demonstrating how your products or services are the solution.

Think of engagement as your opportunity to show rather than tell. You need to reach your prospect in a way that illustrates a deeper understanding of the business, rather than just a grasp of rudimentary ideas that don’t go beneath the surface.

Turning a deferred decision into a yes

There are many ways a prospect can place a condition on the word yes. Promises to buy your product soon or call back next week often go unfulfilled.

Perhaps the prospect is uncertain about how your product can meet a particular business need at the time of communication, or maybe the uncertainty results from questions the prospect isn’t sure how to ask. No matter the reason, you are stuck with a deferred decision that may or may not turn into a sale. So how can you combat this problem and turn it around fast?

Ask powerful questions that encourage forward movement. If your prospect hesitates, or gives you a “yes, but not now” type of answer, inquire about potential roadblocks that might eliminate the possibility altogether. Find out what your prospect is looking for and explain how you can provide it.

Ask to be a part of important conversations between your prospect and the company’s CEO so you can be on-hand to answer questions. Networking is crucial for closing any business deal because it keeps the lines of communication open and puts you in touch with the right people who can make it happen sooner.

Consider using the assumptive close technique. According to Paul Dughi, VP and General Manager at WAAY-TV and Audience Pop, you should use it throughout the entire sales process. “It starts with having a positive attitude that you’re going to make this sale! Confidence can rub off on your customers.”

The key is to approach the conversation as if the prospect has already presented you with a “yes.” Then you can focus the discussion on the specifics of closing the sale and how positive the outcome will be for both parties as a result.

About the Author

Matt Skinner
CEO and Managing Director, IRD Group (Information Resource Development)

With more than 20 years in the industry, Matt is responsible for the vision and operation of the IRD group. What gets Matt out of bed? The knowledge that IRD is empowering and motivating our subscribers, and genuinely contributing to their commercial success.