The pipeline is full but the deals aren’t closing. Help!

Having a full sales pipeline is a good problem to have – but be careful the pipe isn’t full of ‘maybe’ customers.

The biggest challenge that I observe for salespeople is a ‘lack of control’ over their own sales process.

Salespeople that spend large chunks of valuable time and energy attending multiple pre-sales meetings, conducting ‘needless’ needs analysis and writing proposals at the customer’s request, are more often than not left scratching their heads in a state of ambiguity and confusion.

Common dialogue between sales manager and sales person:

Sales manager: How did you go with the ABC Company lead?
Sales person: Good, they liked what I had to say and seem interested. I will email them a proposal by COB Friday.
SM: Good work. When are we likely to get the order?
SP: Hard to say, I will get back-in to see them again next week.

(One week later)
SM: How is ABC Company coming along?
SP: I emailed them a proposal on Monday and have not heard back. I will give them a follow up call tomorrow.

(One week later)
SM: Did you speak with ABC Company yet?
SP: No, they are hard to get a hold of… they must be busy.
SM: Ok, stay on it and keep me posted.
SP: Will do.

(One week later)
SM: Anything back from ABC Company yet?
SP: Sort of, the MD’s PA said someone would get back to me in the next week or so.
SM: Can we do anything else to get them over the line?
SP: Maybe offer a discount.
SM: Okay, knock of 10% and see how that goes.

(One week later)
SP: Did ABC Company take the discount?
SP: No, still no word back. If I don’t hear back I will follow them up again in the next few days.
SM: Hmm…
SP: Hmm…

Outcome: The sale is never made and the sales person never really knows why.

The above scenario portrays the frustrations of many sales people and managers, who, as a consequence of an ineffective sales-process are left disempowered by their customer’s actions, or better – lack thereof.

Salespeople, in the above scenario, have no consistent and effective sales-process that engages the customer through each stage of the buying process. That means the customer is dictating the sales process based on their explicit wants, irrespective of identification of the motives that are really driving those needs and implicit emotional desires.

Your job as a salesperson is to facilitate a process that supports your customers to feel comfortable enough to identify and reveal their true desires and to bring any implicit and emotional drivers into the foreground. Your role in facilitating this process is what sets apart a ‘yes’ from a ‘no’ and removes the word ‘maybe’ as you genuinely connect with the customer and become a trusted advisor to help them uncover and fulfill their real needs.

In reality, most salespeople never hear the word ‘no’, instead they spend their time chasing false hopes (‘maybes’) in the anticipation the customer will magically appear from nowhere sometimes after months of no-contact and yell the word ‘yes!’. If you lose control of your sales-process – you also lose your ability to facilitate the outcome. So know your sales process and make sure it’s an effective one and one that you follow on every occasion. Consistency is the key.

Trent Leyshan is the founder and CEO of BOOM Sales! a leading sales training and sales development specialist. He is also the creator of The NAKED Salesman, BOOMOLOGY! RetroService, and the Empathy Selling Process.

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