Prospecting to a client is a journey, and not a race.
It takes time, a lot of consideration from the client until they decide whether to buy or not. And this is a normal buying thinking process that applies not only in B2B environment (regardless of the value of the service) but also in B2C. Even when a buyer is in a ‘must have’ mode to buy something they need, under normal circumstances they will check a couple of different competitors before deciding.
Let’s look at the buyer world. Let’s say that you reach out to someone and you pitch your product. This is something the client didn’t have the intention to buy but they are considering it. Depending on the product you sell there are many reasons why your product cannot be bought instantly.
Let’s see some of the reasons:
- The client needs to see clearly the ROI on buying your product. Have you shown related case studies, have they talked to references, etc. etc.
- They may also need to see how this purchase affects their current status quo. Do they need to makes changes to personnel, do they need someone to run and administer your product?
- Is this change going to affect the current value chain and what is affected there?
- There might be a formal due diligence process of the organisation they should follow.
- Possibly the buying process might need to follow strict processes the firm has, for example going through their procurement team.
- How would this purchase affect cash flows and budgets?
The list of what goes around the client’s mind is long.
One way or another you need to guide your potential client to see the answer to their questions. Enjoy the journey, don’t rush it.
Happy selling.