Written by: Vickie Sullivan | June 04, 2020
Sales: Don’t Let Invisible Logistics Derail the Opportunity
Picture this: You’re having a great sales conversation. The prospect loves you. They say outright that they need you. But first … something else has to happen. And that thing is usually logistical, involves other people, and is out of everybody’s control. This right here is how sales get stalled.
This obstacle sounds very logical, so many of us will say, “I understand; let’s touch base when we find out XXX.” Unfortunately, that time rarely comes. After a few attempts to keep in touch, the opportunity dies a slow death. This is what I call the “logistics trap.” And it happens all the time. Here’s why:
• The real buyer is invisible. Logistics are usually a sign that you’re talking to an influencer. If you hear, “Well, now I need to talk to XXX…,” you know you’re talking with someone who can say no but not yes. Your next step: Get introduced to the decision maker or participate in a three-way call with the person.
• You’re dealing with competing agendas. If you hear, “Well, now I have to go to the committee/staff/whomever,” that is a sign that the buyer wants support before they make a decision. (You’d be surprised to hear how many CEOs have told me “no thanks” due to staff threatening mutiny.) Your next step: Focus on getting approval and how to move forward without it.
Listen: Two Conversations that Deal with the Logistics Trap
The real issue: We assume logistics are solid, and they are not. Processes change all the time, especially when the real buyer wants something bad enough. So, don’t let structure become the biggest obstacle. Listen for what the prospect is really saying, and respond accordingly.
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