Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

This Trap Kills 40% of Sales Deals

Peanuts comic strip creator Charles M. Schulz once said, “There is no problem so big it cannot be run away from.”

And unfortunately, many B2B customers seem to have taken his words to heart. No matter how colossal their problems may seem to outsiders, they stubbornly cling to the idea that nothing is wrong.

And since nothing is wrong, they definitely aren’t going to buy your solution.

This is the mindset that kills 40 percent of B2B sales. The buyers simply refuse to admit that they have a problem. Instead, they hold tight to the status quo.

While this might seem irrational, people actually often have very good reasons for wanting to avoid change. Keeping things the same is

  • Cost-effective: People believe that keeping things as they are doesn’t cost anything. After all, they don’t have to get a budget approved. But of course, they aren’t considering the fact that their current approach might be costing them more money in the long run than buying your product would.
  • Easy to adopt: Doing something new is hard. You have to convince a whole lot of people that change is necessary, and then you have to shepherd them through the transition. Sticking with what you’ve been doing seems so much easier — even if it isn’t working.
  • Simple: People are lazy by nature. Many don’t want to learn new things or take risks. Sticking with the status quo fills those primal needs.
  • Flexible: It doesn’t matter what industry you’re in or what market you serve or how big or small your company is — sticking with the status quo is always an option.
  • Influential: People know the status quo. As a result, they allow it to guide and shape their thinking. Even while you’re giving your sales pitch meant to shake things up, they might be thinking about how they’re going to go right back to what they were doing after you’re done talking.

Clearly, buyers have powerful motivators driving them to stick with the status quo. If sales can’t get past this trap and get the customer thinking about doing something different, the deal will almost certainly be lost (if there was ever a potential deal there to begin with).

The good news is that the right strategies and tactics can help you defeat the desire to maintain the status quo. The tutorial How to Stop Losing Sales to “No Decision” outlines a four-step process for getting prospects to overcome their mental hurdles. It also covers three other reasons why you might be failing to close deals with leads that choose not to buy any solution at all.

No one wants to admit that they have a problem. But getting potential buyers past this first step is essential if you want to increase your close rates and revenues. So check out the tutorial and start helping prospects solve their problems instead of running away from them.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Why Strategic Accounts Defect to Competitors

    research_why strategic accounts defect to competitors

    Learn what research conducted by AskForensics reveals about the real reasons companies fail to retain strategic accounts and what they can do about it.

    View This Research
  • A Better Way to Manage by the Metrics

    Jason Jordan Interview Splash4

    In this informative interview, Jason Jordan, the author of "Cracking the Sales Management Code," discusses his research into sales measurement and shines a light on which sales metrics can actually be managed...and which cannot.

    View This Interview
  • Tweaking Your Sales Strategy to Improve Margins

    guide_tweaking your sales strategy to improve margins

    A well thought-out strategy can reduce pricing pressure and increase deal velocity. Learn how relatively small adjustments to your sales strategy in a few high-leverage areas can combine and compound to produce dramatic results.

    View This Guide
  • Making Change Happen

    Make Change Happen Nar Splash

    How do you get an organization to move away from the status quo and actually embrace doing things differently? How do you foster true adoption, as opposed to merely forced compliance? Given the organizational dynamics involved, effective change management requires a more strategic approach.

    View This Webinar