We believe the biggest current threat you face is becoming a commodity in your prospect’s eyes. And what’s making it worse? Decision- making teams keep getting bigger, and they are ignoring you until the very end of their buying journey.
This is driving a race to the bottom, caused by what we call the three deadly Cs:commoditization,compressed selling time, andconsensus decision-making. This race will not stop on its own and we believe sales teams are unprepared and ill- equipped to sell the way today’s buying teams expect.
Over the past twenty years, it has become harder for sales organizations to prevail over the three deadly Cs. They are a product of the rise of the internet and our roller coaster economy. This book is designed to help you combat them to win the brain, win the journey, and win the deal.
Is your company unprepared and ill-equipped for an ever- accelerating sales future? To help you decide, here is the tale of two salespeople who wanted to close a big deal, Stan and Fran.
Stan The Reactive Salesman
This is the cautionary tale of Stan, who was alerted to the opportunity of a big potential sale by his marketing team. The prospect had found Stan’s company by doing an exhaustive search. What Stan didn’t realize was his opportunity was just another late-stage lead.
Stan used his charm and charisma to make sure his company was on the short list. Stan’s company was one of three invited to a Zoom-room showdown with an eight-member buying committee. “Wow, the buying committees keep getting larger and larger,” mused Stan. Quickly, it became obvious that each member of the buying committee had his or her own agenda.
Because of the compressed selling time, Stan did not know enough about the prospect company’s competing agendas. To the ears of the buying committee, Stan’s pitch sounded remarkably like the other two companies’, so he was a commodity.
Neither Stan nor his competitors made a case for why the prospect should even choose to take action and not just stick with the status quo. Stan’s company wasted a great deal of time and energy just to tie for second place.
Fran Had A Proactive Plan
This is the tale of Fran, who was after the prize of closing the big deal. Fran understood the triple whammy: COVID-19 forced buyer behavior changes that are not go
