Stop Selling Me, I Want to Buy

 

Posted By Qvidian | Jun 10, 2014

 

We had a second meeting with a potential vendor recently as we’ve been seeking to implement a series of strategic sales initiatives. We had a very specific set of requirements, fully budgeted, and did our due diligence to identify the right potential partners.

What was interesting about this second meeting is that the sales person on point at this vendor seemed to have misplaced, or otherwise completely forgotten, our very first meeting where we articulated our business needs, budget, intent to buy, and timeline. It perplexes me to no avail that in today’s fast moving, ever-changing business environment, a sales professional will take the time to present a PowerPoint deck to an executive in a second meeting after said executive already stated, “ok, let’s write it up.”

In a recent email to the vendor, we pointed out that we had already made our decision and were ready to move forward. What ensued next was dumbfounded. A series of additional communications asking questions to answers that were already provided in that second meeting. As if a piece of additional collateral was going to make the deal larger.

I don’t mean to get on a rant or anything (too late), but really? This is a true story, and even sadder is this is the sixth vendor this year where the same thing has happened. Would love to say that it’s just me - overly methodical, decisive, and with a keen sense of results-driven purpose. But the fact is, this happens every day to others I’ve spoken with recently. So what gives?

WE NEED TO CHANGE THE WAY WE SELL

The inherent need, and otherwise inescapable gravitational pull to change how sales teams sell seems to be at the forefront for everyone… except sales. To the point – sales leaders need to instigate change, and now. The selling world is constantly changing, and whether you agree with this next statement or not, things need to change. The statement – somewhere within your sales organization, sales is broken. Your buyers surely know it.

Why is it broken? Because of the statistical fact that 60% of deals end in no decision. And mainly because sales did not effectively communicate value, let alone get out of their own way and align to the buyer.

Stop Selling MeSo, change is inevitable, while being the most difficult to implement, let alone to accept. But a fork in the road is not the end of the road, unless you forget to turn. I offer this “call-to-arms” to any buyer, seller, executive, sales manager, or individual contributor that wants to buy, but doesn’t want to be sold – tell them.

Remind that vendor, that sales professional – who, in every regard is a good person – to simply “stop selling me, I want to buy.”