Survey Says…Getting-Buy In is the Highest Hurdle

 

Survey Results

Getting Buy-In is the only a hurdle because so many sales folks are forcing a process for sake of activity or to see what sticks. I would much more prefer we validate there is a need / pressing business issue that we can help as well as gain agreement on the front end that they are willing to change.” – Respondent

 The results are compiled from over 175 responses from varying industries and sales cycles. The below are the results from a typical sales process.

  • Creating a first call with a prospect…………………………19%
  • Translating a first call into an evaluation……………….. 13% 
  • Building Preference in a Discovery Meeting…………….11%
  • Compelling Demonstrations of Capability ……..………. 9%
  • Getting Buy-in on the Business Case…….………22%
  • Negotiating Price and Terms…………………………………. 6%
  • Successful hand-off to Implementation …………………..6%
  • Documenting the Value of the Purchase ……..………….13%
  • Retaining the Customer …………………………………………2%

Our research reveals that getting buy-in on the business case is the hardest hurdle to overcome in the sales process. The main reason for this phenomenon is that many sellers use a generic ROI tool as their main justification for action. ROI alone is not enough to push an economic buyer to purchase. (What solution doesn’t come with an ROI?)

To gain buy-in on the business case we need to work with the decision-makers early in the process to get THEIR justification for action, not ours. Our buyers have their own metrics for success and we need to work with them to link our competitive advantages to meeting those metrics. Without that collaborative process – we let the buyer create their own cost justification – which often includes doing nothing at all. We can also fall victim to commoditization if the buyers sees no discernable difference between vendors to meet their justification.

As a tactical step – insist on getting the cost justification from each decision-maker before you present a proposal; because they won’t give it to you after they receive pricing.

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