Just as location is important in real estate, the same applies in sales. Knowing where your buyers’ thinking is during all stages of a sale cycle is critical. Often the seller assumes the buyer is further along in the sales process than they actually are. Then if the seller feels the process has slowed, they tend to “push” and suggest another demo, perhaps a proof of concept or even offer a discount in price. Anything to get the buyer to “act”.
This behavior may not be necessary and is not appropriate if the buyer is not ready to proceed. Knowing the change or buying criteria of your buyer and where they are in the overall process ensures you are in sync with them at all times. At the end of the day it’s about them, not you. Your responsibility is to bring value to their organization and help them make the most informed decision which is in the best interest of their company.
Best practice is to understand what stage of the buying phase the prospect is at. When we truly understand the buyer’s location or mindset, we can together plan the appropriate next steps for that particular stage of the process.