7 Reasons Why You Win The Deal

How much attention do you pay to why you win a B2B software deal? Do you track just one reason or do you capture the more likely list of reasons why a customer chose you over all other options?

Reality Check

We would love to believe we win because we're just better. Overall better and not too specifically better. In reality, a great sales person builds up a detailed list of reasons during the selling cycle that compels a customer to buy. While reps will often push what they think are product-related "unique" differentiators with or without customer context (a demo is a great example of without), the smarter sales person is building a list of comparative, contextual differentiators that taken together are the reason a customer buys from us. Comparative differentiators--things that everyone does but we do better or differently--build a competitive wall, keeping others out while making sales cycles shorter and less risky. Why the focus on comparative differentiators? Because unique is in the eye of the beholder and is a fragile way to sell. Your "unique" feature may not matter. Your uniqueness can be disputed by anyone, easily.

7 Reasons They Buy

Consider this list and whether a deal can be done without each of these differentiation elements. Think about what it would take to get your customer to believe you've done your job comparatively well and deserve the deal.

• Understanding their needs – Do you question? Do you listen? Are you patient?
• Responsiveness during the cycle (or for existing customers, prior to the cycle) – Do you make it easy? Are your turnarounds quick?
• Relationship with buyers and exec team – Do you have their ear? Do you have a true champion or even better, multiple champions?
• Perceived value – Do you know and meet their ROI expectations?
• UX/UI experience – Do you please their users?
• Better on competitive landscape – Do you have better vision and features? Have you matched their needs to those features?
• Brand reputation and awareness – Do you begin the sales cycle in the lead?

So much energy is focused on the features and functions of a product that many elements of this proven list are overlooked in the heat of the battle. After we win, we talk of the heroic deeds of sales gladiators when, in truth, we win for a collection of boring reasons. If closing a deal is a movie genre, it should be a documentary, not an edge-of-the-seat thriller.

And lastly, don't be a "seller"...be a "help-you-buy-er." You'll be better than most.