The Risk of Being in the Risk Phase

Have you ever felt the horror of being on your way to losing an important opportunity? All you hear from the customer indicates problems. They are asking for proof on things you thought were perfectly clear. New competitors show up and seem stronger than before. The panic is near…

What is the solution to such a situation?

I met a salesman this week who truly are feels the risk of being in the risk phase. The snowball started to roll when he was on a vacation and the CFO (power sponsor) checks with the CEO about the business case. The CEO asks the standard questions: price level, who else did you look at, is this the best alternative etc… The CFO felt she had a lot more homework to do, like talking to more vendors. The CFO is now in the risk phase.

Rule #1: Keep talking to the customer
Rule #2: Ask why they need the proof
Rule #3: Give them all what they want

And the most important rule:

Rule #4: Demonstrate how much you want their business

People buy from people …who are serious and willing to go the extra mile.

Written by and posted with the permission of:
Jens Edgren, Lindgren Partners Solution Selling
+ 46 8 651 25 00
www.lindgren-partners.se



A Question of Power

We know about the power sponsor, but can a salesman show real power?

Most salesmen feel powerless, especially at the end of the sales cycle. When the customer enters the risk phase, things seem to drag and nothing happens. The salesman’s power to advance things has vanished.

How can we salespeople act and feel like we are in power?

One guy I met yesterday told me about his approach: “We never leave the customer until we close the deal. It can take all night but we just won’t leave”. He told me that this approach has helped his company to sell more ERP systems than anyone else.

This is a typical “eagle approach” that might lead to large discounts.

Here is my take on the power question:

1. Always be ready to drop the case (then there is nothing to lose but all to win)
2. Believe in your value proposition so you are ready to do anything to prove it! (customers love passionate people)
3. Early value justification will help the customer to overcome financial pain
4. Don’t give away the proposal without a committed draft (once the final is issued the customer won’t take your calls)

Written by and posted with the permission of:
Jens Edgren, Lindgren Partners Solution Selling
+ 46 8 651 25 00
www.lindgren-partners.se 

Overcoming Buyer Risk in Major Purchases

The risk associated with making a major purchase is not a new emotion to buying and selling, however, it appears to have taken on more significance given the current economic conditions.

The first step in overcoming buyer risk is to recognize that risk is a natural emotion within a buying process. When making a purchase, most buyers go through a need  analysis and budgeting phase, then a solution-evaluation phase and finally they weight the consequences and benefits of a purchase-decision. In this final phase, they experience and work through risk.

During the risk phase, buyers ask themselves questions such as: “What are the consequences of taking action?”… “What if we don’t see the results we expect?”… “What if the offering or service doesn’t work the way we expected it to?”… “What if a better alternative comes along?”

Risk is the concern that causes buyers to slow the decision down and maybe not make a decision at all. It’s in this phase that salespeople lose deals without knowing why. The salesperson may have been winning the opportunity up to that point, but because they didn’t understand the risk phase and because they weren’t looking at a potential purchase from the buyer’s perspective, they say and do the wrong things and lose the sale.
   
For example, the salesperson tries to mitigate the risk by saying “Don’t worry about those things, everything will work out, trust me.”… “The economy is going to rebound.”… “We need to get this signed by the end of the week or our special pricing is off the table.”  Or they do things that they think will get the buyer over the risk but actually throw them into more risk – such as “drastically dropping the price” which in some cases can throw the buyer in further risk because it causes them to question the original price offered (i.e. “Why did they drop the price all of a sudden, is there something I should be worried about?”). In all these cases, the seller can seem insincere and focused on what is good for him or herself, not the customer.

The key is to recognize that risk is a positive buying signal (yes, a positive signal). It means the buyer has naturally gone through their buying process and is serious about making a purchase. They just are at the end of their process where risk naturally shows itself. The seller should smile and recognize they are close to a win. They just need to consultatively and empathetically help the buyer through the risk by doing a few simple things… recall the business issues driving the purchase, how they helped the buyer understand the scope of the issue and how they demonstrated how their solution can help address the buyer’s business issues. Then reassure the buyer that they understand the decision is a big one but that it is a good one.