Slowing Down to Speed Up

We've all been there. Your pipeline is low, and after countless cold outreaches, you finally get a bite.

You've booked a meeting with a prospect using a competitor—a global brand with potential for a significant deal.

You attend the meeting, excited but cautious. The customer is guarded, not giving much away. Why should they? You called them, and they’re content with their current solution.

But then, they drop a nugget: "We'd like to consolidate from multiple technologies to one." This is the first and only bit of information they share. You get a little too excited and forget to peel back the layers. The meeting wraps up.

Now, all your instincts are telling you to sell. You reach out to partners and vendors, convinced you can make the consolidation happen. You draft an email with all the information—what you can do and what it might look like for them.

The prospect is bound to love this, right? Let's move this deal forward.

But here's the critical thing: you don't know enough at this point. What's driving the need for technology consolidation? Budgets, resources, operations?

As Keenan . ,a master of discovery, recently pointed out, "Is the cost of change (money, resource, risk) greater than maintaining the status quo?"

This is where sales leadership can be invaluable. They can provide an emotionally detached perspective, helping you think pragmatically.

Sales Leader:?"What is your ideal outcome from that email?"

Sales Rep:?"A follow-up meeting."

Sales Leader:?"Perhaps giving less will yield more. You need to understand the business reasons behind why they want to consolidate. Instead of going for a home run, make a strong play to get to first base."

Here's what that could look like: "Dear Mr. Prospect, during our call, you mentioned consolidating to one technology is something you'd be interested in. I've given this some thought and have some ideas I'd like to share with you. Could we connect this week, and I'll run it past you?"

Secure your meeting. Build rapport and trust. Ask more discovery questions.

Best case, you learn more about the business outcomes your prospect is aiming for.

Worst case, you figure out this "issue" doesn't have enough juice for them to change, avoiding false hope.

Slowing down to speed up in sales can save you from missteps and guide you towards more meaningful conversations.

What strategies have helped you navigate tricky prospects? Share your thoughts in the comments!