If you followed our last segment on emerging sales terms, you learned how important commoditization is and why it is imperative for your brand to stand out as a solution to your prospect’s pains. Today, we’re going to look at what happens when you don’t market yourself as a solution, and show why the internet has made indecision increasingly more common.
Your prospect has many different challenges and priorities flying at them from all different directions, often at the same time. While they may not be completely aware of it, their brains are continually seeking to eliminate the most urgent pain facing them. It’s basic neuromarketing; if your prospect becomes aware that they are dealing with a threat, they want to find a solution to get rid of it.
Yet, 6 out of 10 times you’ll lose your sales deal to no decision, which means the prospect moves on without eliminating their pain. Why? Well, either the pain isn’t strong enough or their brain moved on to focus on a more pressing pain. The real problem here is that your messaging and salespeople did not effectively communicate to the prospect. In order to beat indecision, you’ll need to surface the pain so it is present and felt by your prospect.
Of course, there’s one other reason you could have lost to indecision; delay crept in. And we all know what delay does to deals: it kills them and our last scary sales term will explain why…