Why your B2B Prospects Decide to “Do Nothing”

Has this happened to you?

You create and send multiple personalized email campaigns, engage with your prospects on social media and send inmails or messages on LinkedIn. But your prospects don’t respond. You think you have a great product, a nice pitch and all you need is a meeting, then the demo where you show why your product is a perfect fit and then you win the deal.  

But Alas …

That ‘sure thing” sale stopped dead in its tracks because your prospect decided to do nothing. He simply doesn’t respond.

Now, assuming your solution was a strong fit, what could possibly have resulted in this outcome?

After all, you invested time & efforts in crafting a good message or discussed how your product solved problem your prospect was experiencing.

What caused your prospect to rein in?

Although there could be many reasons that cause your prospect to put the brakes on, it usually boils down to one of these three:

·       The perceived “risk” of taking an action, outweighs the anticipated benefits.

·       The problem your solution solves isn’t causing your prospect enough pain.

·       Your prospect has other problems that priority.

So, what can you do?

1: Minimize the Risk of Change

Let’s face it: no one wants to make a mistake when making a buying decision. Risk starts to rear its head as the sales process moves toward a conclusion. He knows if the solution doesn’t measure up, he’ll be in the spotlight as the one who made the decision.

2: Your Prospect Isn’t Feeling the Pain

It’s your job to clearly show your prospect why staying with the status quo ‘costs’ far more than adopting your solution. And by cost, think money and other intangibles such as lost ground to competitors, strain on staff etc. This is where we come in. We help you to help your prospects identify, calculate and articulate the painful and costly consequences of staying where they are and then, offer your product or service as a bridge to safety.

3: Make Sure the Problem is a Top Priority

You can do everything right, have a product or service that is a great fit for your prospect’s problem, have everyone backing you and STILL not get the business.

How come? Often, your prospect has higher priority issues.

It’s important to constantly be on the lookout for where the problem you’re looking to solve sits in your prospect’s business priorities. This is where we come in. We help you craft compelling messages so that you can avoid the ‘do nothing’ decisions.

About the author

Shantanu is the founder of an award-winning B2B business growth consulting firm SPI Greatsands. SPI Greatsands helps you get sales appointments with hard-to-reach, high-value prospects using an integrated multi-channel outbound strategy. Our strategy is complimented by a creative approach to relationship building & proven psychological and social principles. As a team of digital marketing and sales development experts, we focus on getting your sales team enough appointments so that you hit your sales goals every month. Visit www.spigroup.ae to learn more.