B2B Buyers will always consider options as part of their buying process

Over the years, I’ve found it concerning when many sales people I’ve been working with say they’d never ask their prospect if they are considering any other options during their discovery process.

When I ask them why they don’t like to ask this question, the answer is always the same. They are afraid it will mean the prospect will cause them to think about and review the competition and may mean they have to work harder to close or cause them to lose the deal.

Fact- B2B buyers will always consider another option, even if the option is status quo.?

If you are in sales, you need to ask questions such as? “Who else are you considering? At this stage who do you prefer? What's the reason for this??

Once you know what you are dealing with, you can see how the prospect is thinking and then take appropriate action to highlight your unique strengths and competitive advantage.?It also may ensure you don't waste anymore time pursuing a sale that is never going to go anywhere.

What you often find out is the customer doesn't have the correct facts on how your product or service is unique or better and this becomes your opportunity to address this.