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How can you overcome a hesitant customer and close an enterprise software sale?

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Selling enterprise software is not easy. You have to deal with long sales cycles, multiple decision-makers, complex technical requirements, and high price tags. But sometimes, the hardest part is overcoming the hesitation of your customer, who may be reluctant to change their existing systems, commit to a long-term contract, or trust your solution. How can you persuade them to buy your software and close the deal? Here are some tips to help you.

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Kumarsamyraja K R

Consulting & Delivery Manager | GENAI | Goldfire AI | TRIZ | PLM |Service Lifecycle Management | Warranty | CX |SME &…

1 Identify the root cause

The first step is to understand why your customer is hesitant. Is it because they are not convinced of the value of your software, or because they have concerns about the implementation, integration, or support? Is it because they are waiting for a better offer, or because they have internal politics or budget issues? You need to ask open-ended questions, listen actively, and probe deeper to uncover the real reasons behind their objections. Then, you can tailor your response accordingly and address their pain points.

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Gene Hammons, MBA

Director @ Profit From ERP | MBA, ERP Consulting
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Overcoming a customer? That's very 'salesy'. True Story. Working with a biotech firm we had identified open issues and were working through them with the team. A new 'sales manager' had demanded to be included in the next meeting. Things went well, working with their internal team we had our 80 issues down to about 5 that needed a bit more examination. Salesy pipes up, "Have you defined your decision making process?" No one spoke for an epic 10 or 15 seconds. Finally the client project lead spoke up "He's just trying to close us" Everyone erupted in laughter. We were never invited back to that particular client. But we've done $3.4 mil the last couple of years without Salesy. Work for your customers. Don't 'overcome' them.

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2 Demonstrate the benefits

The second step is to show your customer how your software can solve their problems, improve their performance, and generate a positive return on investment. You need to use concrete examples, case studies, testimonials, and demonstrations to illustrate the benefits of your software and how it can fit their specific needs and goals. You also need to highlight your unique selling proposition and differentiate your software from your competitors. You want to make your customer feel that your software is the best solution for them and that they are missing out on a great opportunity if they don't buy it.

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3 Build trust and rapport

The third step is to establish a strong relationship with your customer and earn their trust and confidence. You need to communicate clearly, honestly, and respectfully, and show that you understand their situation and care about their success. You also need to provide value-added information, insights, and recommendations that can help them make an informed decision. You want to position yourself as a trusted advisor and partner, not just a salesperson. You also want to leverage the power of social proof and referrals, and connect your customer with other satisfied customers or industry experts who can vouch for your software.

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Kumarsamyraja K R

Consulting & Delivery Manager | GENAI | Goldfire AI | TRIZ | PLM |Service Lifecycle Management | Warranty | CX |SME & Mentor | CSPO?
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Each customer think or treat them as unique. Closely working with them and show them Metric or Customer reference related to their challenges will help to improve their confidence. And connecting them the successful reference account and they take through their digital journey will elevate further. Also working with the customer and develop specific KPI’s and Roadmap to meet those will make you a trusted advisor. You can start with quick wins with MVP and move forward. Big Bang will not help enterprise solutions, since it involves multiple stakeholders and change management.

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4 Create urgency and scarcity

The fourth step is to motivate your customer to act quickly and avoid procrastination or indecision. You need to create a sense of urgency and scarcity, and show your customer that they have a limited time or opportunity to take advantage of your offer. You can use incentives, discounts, bonuses, or deadlines to entice them to buy your software sooner rather than later. You can also use the fear of loss or the fear of missing out, and show your customer the risks or costs of not buying your software or of choosing a different solution. You want to make your customer feel that they have to act now or regret it later.

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5 Ask for the commitment

The final step is to ask for the commitment and close the sale. You need to be confident, assertive, and direct, and use a clear call to action that tells your customer what you want them to do next. You can use different closing techniques, such as the assumptive close, the alternative close, the trial close, or the summary close, depending on the situation and the signals from your customer. You also need to overcome any last-minute objections, handle any negotiation or contract issues, and confirm the details and expectations of the deal. You want to make your customer feel that they have made the right choice and that they are ready to buy your software.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you overcome a hesitant customer and close an enterprise software sale?

1

2

3

4

5

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1 Identify the root cause

2 Demonstrate the benefits

3 Build trust and rapport

4 Create urgency and scarcity

5 Ask for the commitment

6 Here’s what else to consider

Enterprise Software

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How can you overcome a hesitant customer and close an enterprise software sale?

1

2

3

4

5

6

1 Identify the root cause

2 Demonstrate the benefits

3 Build trust and rapport

4 Create urgency and scarcity

5 Ask for the commitment

6 Here’s what else to consider

Enterprise Software

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