marketing & sales: Make Decisions Easier for Your Prospects
Crazy-busy prospects can't handle complexity. They hate it when things are difficult to decode or decide. It grinds them to a screeching halt, which is the normal human reaction to being overwhelmed and stressed out.
As a seller, your job is to make things easier and minimize the effort for your frazzled prospects.
Here are some strategies you can use to help unburden your prospects:
Augment, Don't Replace. Your prospects already use something or someone to address their needs. You can make it a whole lot easier for them to get buy-in for your product or service by positioning it as an "add on" to an existing program, process or technology.
By coexisting with the status quo, you can get your foot in the door without encountering a major battle. Once you're in, you can work to expand your relationship and win additional business.
Sometimes your "competitors" are internal staff whose number one concern is job loss. I knew this was going to be a major obstacle recently when I proposed a new idea to a prospect. So I dealt with it head on.
First, I showed them how we could bring much-needed services to an underserved customer demographic. They loved it. Then, I talked about leveraging outside resources to "jump-start" the new program. And, I clearly stated that the ultimate goal was to turn it over to their IT as soon as possible. Not only did I avoid an insurrection, but I quickly got their support because it provided them with more job security. Augmentation is good. It simplifies and speeds up the decision process.
Think and Act Small. If your prospects like what you've proposed, they'll want to get it approved as soon as possible. However, big ideas with big budgets are riskier and require more buy-in. As a result, they're harder to get through the system. When you start losing momentum, your whole proposal is at risk.