WHEN THE "EVEN KEEL" RESPONSE MODE IS THE HIDDEN CAUSE OF THE STATUS QUO IN COMPLEX B2B SALES.

As known, the status quo is a real concern in complex B2B sales, especially with large companies where the decision-making process is complex, including many official stakeholders and even indirect influential members inside the company.

Sometimes the purchasing decision takes time to for evaluation due to the company's internal process or is in the "revise stage".

In other cases, the chance of getting the order is very low or nil.

In this article, we will know more about one of the cases called "EVEN KEELL" response mode (MILLER & HEIMAN).

in the even keel situation, the chances of getting the order are pretty low, because the prospect doesn't see where the gap is between their current situation and your proposal, especially when you're only talking about features and not value!

In most cases, there is no receptivity on the part of the buyer to change their situation which is considered very acceptable as it is; as they say "why rock the boat now?"

More likely in "EVEN KEEL", the proposal is seen by the buyer as a threat rather than a solution so he will worry if there is a change that could disrupt the current situation unless these 3 pressure situations that could be the game changer:

1- The buyer is pressured by trouble and your proposal is the solution: the rule here is to master the industry and the account by being very informed and documented to see the trouble coming and you get to the point of "I can get you out of this mess”.

In some cases, problem avoidance can be seen as growth if the buyer understands the risk of maintaining their current situation.

2-The buyer is pressured by another buying influence: Usually the efficient pressure comes from the economic buyer who could influence the user and the technical buyer in "EVEN KEEL" mode, because he has the legitimacy to identify any growth opportunities or upcoming troubles so well illustrated by the sales representative.

3- The buyer did not notice any difference and you were able to show it: the rule here is to show the buyer that his current situation and the future situation using your solution will not coincide.

A good way to show the gap is the example of the manager who discovers during the presentation that the competing factory under the same conditions has X% more productivity by using your solution.

In complex B2B transactions, the "EVEN KEEL" is more likely to hide the status quo if it is not perceived and handled well by the sales representative. ?