Tom was taken aback when his ideal client reached out to notify him that they would be purchasing from one of his rivals. He had been convinced that the deal was secured. Still processing the unexpected news, Tom inquired about the reasons behind his loss. The client mentioned they “just felt more at ease” with the alternative.
Tom is a competent salesperson. He possesses a strong understanding of sales techniques and is well-versed in his product’s details, enabling him to assist his clients effectively. Thus, it was only natural that he could forge relationships, foster connections, and earn a chance to vie for this client’s business.
He conducted himself admirably throughout the entire process, providing an impactful presentation along with a solid proposal. Tom’s dream client expressed their admiration openly and noted that the decision-makers required some time to discuss their options; they would circle back to him with a decision. This seemed reasonable, so Tom patiently awaited their response.
However, the reality is that Tom stopped participating before the game was over.
The Purchasing Journey
Buyers navigate through various stages. They begin by recognizing a challenge that hinders them from achieving the desired outcomes. Subsequently, they pinpoint what they need to enhance their results. Once they formulate ideas on what is needed, they explore the available alternatives to address their issues. Tom submitted his proposal during the stage of evaluating options in the purchasing journey. But the purchasing journey doesn’t conclude there.
During a concluding stage, buyers confront their reservations: Is this solution right for us? Are we spending too much? Are we investing too little? Can we trust this salesperson and their organization to deliver the results we desire? Will we feel regret about this choice?
This phase occurs late in the process, yet the game continues until a decision is reached. Skilled sales professionals understand that their responsibilities don’t end once the presentation and proposal are delivered.
Let’s examine another salesperson.
Playing Until the Final Whistle
Karen had just finished her presentation. Afterward, the client mentioned that the decision-makers would review other proposals, make a selection, and return with feedback. Her prospective client was engaged, courteous, and complimentary. Yet, Karen was astute enough to recognize that the game wasn’t finished simply because her presentation was complete.
She listened attentively as her buyers outlined their process and then expressed a desire to participate. Karen said: “I realize you need time to collectively examine your options before making a final choice. I would like to request the chance to join you in this process so I can answer any questions, clarify details in our proposal as necessary, and address any hesitations about selecting us. I want you to feel completely confident in your decision, even if we turn out not to be the best fit. Can we arrange a follow-up call for next week?”
Consequently, her dream client did have reservations. Karen met with the decision-makers a week later because they sought more clarity on her pricing structure, which was higher than several competitors. They also wanted to understand the distinctions between her solution and those offered by others. Karen effectively addressed their concerns, explaining how and why her solution was unique, justifying the higher cost, and detailing how it would yield superior results. She provided three references who could vouch for her effectiveness.
Karen’s narrative concludes positively because she remained engaged—responding to inquiries and providing explanations—until the process reached its conclusion. She ensured her clients were not left to draw correct conclusions unaided. The clients would not have resolved their pricing questions or the differences in her offering independently. They might have ended up selecting someone else.
Karen triumphed because she continued to participate actively.
Request to Remain Involved in the Process
The sales process does not conclude upon presenting your solution and pricing. Because the buyer’s journey is ongoing, you still hold the chance to add value for your clients by aiding them in making an informed decision. This involves being present when they confront doubts and worries. You must stay engaged to assist them in managing risk.
Schedule follow-up meetings specifically tailored to address your prospective client’s concerns after your presentation. Request to be included in their decision-making journey, illustrating how your involvement can be beneficial in answering any questions and handling any worries.
Utilize Every Resource
Opportunities are invaluable and should not be taken lightly. Some salespeople leave the field too soon, even before they have utilized all their resources. There are always decisive options at play as time runs short.
Can you invite your ideal client to tour your facility and meet your team after the presentation? If there are doubts regarding your team’s capability to implement your solution, meeting with your teammates can help alleviate the client’s concerns.
Consider involving your management team to connect with theirs. If there are worries about your company’s dedication to fulfilling their needs, having your managers present could sway the balance in your favor.
Is it possible to arrange for a prospective client to visit an existing client who can share the positive outcomes of collaborating with you? A strong referral can quash your prospective client’s fear of making an unwise choice.
Consider What Your Competitors Are Doing
Some salespeople think that when a prospective client asks for time to decide, the best course of action is to grant them that time and space. However, while these salespeople wait politely, their competitors are actively pursuing the strategies discussed above. They have not heard the final whistle, so they are aware that the game continues.
If you find it challenging to take action after your presentation, visualizing the steps your competitors are undertaking can serve as a powerful incentive.
If you have ever experienced a loss when you believed you should have come out on top, it was likely at the conclusion when your buyers were resolving their concerns. Your absence allowed their uncertainties to persist, leading them to opt for someone else.
To secure your dream clients, you must persist until a final decision is reached. Stay involved, and when the whistle eventually blows, you’ll claim the victory you earned.
