SellingBrew

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

  • Exceptional Sales Ops Teams

    Exceptional Sales Ops Teams

    Sales Ops is still evolving and there are no long-standing rules for how everything should work. But there's a lot to learn from teams with a track record of success. In this on-demand webinar, we explore the common traits and mindsets of successful Sales Operations groups.

    View This Webinar
  • Lowering the Cost of Customer Churn in B2B

    Javier Aldrete Interview Splash4

    It's not uncommon for 30-50% of a company's customer base to be in some stage of defection. We spoke with Javier Aldrete and learned the new approaches companies are using to recover the revenue they're losing to customer defection and churn.

    View This Interview
  • Maximizing the Effectiveness of Sales Training

    Sales Training Nar Splash

    Research shows that most sales training programs just don't "stick" over the long term. In this on-demand training session, we explore proven strategies and critical steps for developing effective sales training programs that have "stickiness" built-in from the very beginning.

    View This Webinar
  • The Ugly Truth About Lead Generation ROI

    case_the_ugly_truth_about_lead_gen_roi

    Very often in business, the truth behind problems runs counter to what the people in charge actually believe. This entertaining case study reveals the true root-causes behind one company's "failing" lead generation programs.

    View This Case Study