We know it when it happens…or when it doesn’t.
There is a point in time early in the sales cycle when our intuition tells us if there is good reason to continue having conversations with our prospective buyers. We understand their reason for wanting to talk – to explore ideas to lessen the pain or achieve potential gain around their current situation.
During discovery it’s our job to determine whether the buyer’s pain or gain is significant enough to warrant making a change. After we understand their issues and opportunities and have determined that at a high-level a good solution fit exists, we then need to decide whether the overall impact of making a change outweighs the cost.
If the quantifiable impact of change is small, we need to ask “given the minor benefits of change, does it still make sense to continue these discussions?” If their answer is yes, then gain a deeper understanding of the business impact and decision process of making a change. If others in the critical path of the decision also tell you their change or buying criteria is based on softer more qualitative benefits and they acknowledge the opportunity cost of change is too high to ignore, then you have successfully passed this snift test.
If they say no and agree that the benefits of change don’t outweigh the costs, then you have an opportunity to build a longer-term relationship by suggesting ideas to improve their existing environment.