Many sales organisations observe that more sales are lost to 'no decision' than to the competition.

Assuming that the sales team has presented a strong 'problem-solution' to the prospect, why should the sale be lost to 'no decision'?

Here are three reasons why apparently promising prospects decide to 'do nothing' and what can be done to overcome them:

  1. The risk of change.
    Often the perceived risk of change outweighs the likely benefits. Risk plays an increasingly significant role as buying decisions move towards a conclusion. Many buyers bear the scars of projects that took too long, cost too much, and failed to deliver the hoped-for results.

    This aversion to risk is a natural part of the decision-making process and salespersons need to plan for it. They must find ways of demonstrating that they have a proven process for helping their customers meet the challenge of change.

  2. The status-quo isn't painful enough.
    Salespersons need to help their prospects identify, calculate and articulate the painful consequences of staying where they are – and offer them an 'escape route' to safety.

  3. Is the problem a top priority?
    Salespersons must pay attention, not just to problem-solution fit and their chances of being selected, but also to whether the problem they are being called to solve is a critical business initiative. If it isn't, they need to recognize that they will have to work even harder to give the prospect ammunition to defend their investment against competing priorities.

Building the foundation for the prospect's decision to 'do something' starts from the very first sales call.

Source: Value Selling Strategies, Bob Apollo