unlearn no decision
"Josh, my opportunity ended in no decision. Closed lost. How can I prevent this from happening again?"
Of course, you want to prevent this from happening again; you have commission breath.
The opportunity didn't end with no decision.
Your prospect decided to stick with what they had.
You labeled it "closed lost" because that's what your sales stage says to call "no decision" in your CRM.
This is going to be a tough pill, so buckle up.
It's not your job to move prospects through your sales stages as quickly as possible.
Prospects don't want to be pushed through sales stages. Neither do you. Nobody does.
People don't buy in a straight line.It's more of a zig-zag.
The way out?
Stop trying to control people. Start giving other people control.
People buy for their reasons and on their timeline, not yours.
When someone decides to do nothing, you didn't do anything wrong.
Your prospect isn't ready yet.
They're making progress without you. (Jobs-to-be-Done)
They're getting from point A to point B.
Things are holding them back from changing. "I know how to use my current solution. I'd rather dance with the devil I know." (Inertia)
They have a few concerns about this new way of getting the job done. "Will people use it?" "Will it work?" "Will I lose my job if it doesn't work"? (Anxiety.)
One day their current way might not cut it anymore. (Push)
Your new way will look pretty good. (Pull)
They might be back when the pull and push are greater than inertia and anxiety.
In the interim, provide water and sunlight.
This piece is an example of providing water. One day you might head over to my website and buy something.
The takeaway?
You can't make flowers grow faster because it's the end of the quarter.
Let go of trying to control people.
Sell like you'd like to be sold to.
Simple but not easy.
You have to unlearn no decision.
Josh Braun
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