I’ve had an opportunity to work with a hyper-growth SaaS based tech company over the last several months.
They realize that in roughly half of their sales cycles, their buyers don’t necessarily know exactly what they need, nor do they have a specified time frame to buy. As a result, these sales cycles are drawn out and many opportunities go dark.
Our job as sellers is to help our buyers make the most informed decision whether our solution/service is their best option. When the buyer doesn’t necessarily know what they don’t know, and they don’t have a formal purchasing process, we need to guide them by introducing a simple, proven approach.
It may sound something like “Let me suggest a simple three-step process that we’ve used with hundreds of other customers who went through a similar evaluation”.
Step #1 (Discovery) – “We’ll start by asking you a number of questions to gain a thorough understanding of your situation and requirements. During this time we’ll also make recommendations based on what we learn and industry best practice.”
Step #2 (Evaluation) – “You’ll then conduct an in-depth evaluation of our capability/offerings to determine if our solution meets both your business and technical criteria.”
Step #3 (Selection) – “Finally, we need to understand who else is involved in the decision process, what their criteria is, and exactly how you purchase.”
You finish by suggesting that this process typically takes x number of days or weeks, and then ask “would you be comfortable with an approach like this?”
By aligning our sales process with the prospect’s buying process, we efficiently manage time and resources while helping the buyer make the most timely, informed decision.