In B2B Sales How do we know when we are winning vs. losing?
We talk a lot about closing deals and getting the signatures but wherein the line of conversation with a lead does it become clear that they’re leaning in your favor? When do we know that we’re going to win a deal? What are the signs? What should we be doing to make sure it gets done? What are the signals and how do you manage them on the complex sale? These are all questions you need to be aware of so you don’t blow it in the middle of a favorable process. We need to keep it moving. This year we need quality over quantity. We know we all have to go to work in the morning, but we need to focus on what to do to make the most of that work.
So I talked with Chad about signs he’s experienced that told him the deal was coming. “We’re always positive we’re going to win everything.” But there are typical symptoms that resonate with deals that eventually close.
A big one he mentioned was the increase of objections. It means they’re paying attention. They’re looking at this and dotting their I’s and crossing their t’s. They’re asking questions to get more than a neutral response. Pay attention to the rate that they ask questions and the depth of their questions. Questions show a level of engagement. It gets you over the hurdle of status quo. You need to handle those questions and objections effectively without assuming it’s a negative. It’s a time to engage deeper.
There are different types of coaches here. There are ones who know how to push the power structure, and there’s “the fox,” someone without a big title, but they knew how to get things done. They’re like a mobilizer but with intellectual and political leanings. He’s friendly, but he’s the mastermind. This person is usually quiet, but when they ask questions you know, they know what they’re talking about. You need to find a way to get to that fox and get him interested.
Another great example is when you’re dealing with mid-level guys, and you’ve been stuck in that power level for a while when, suddenly, the CFO wants to talk to you. That’s a sign. If they all the sudden grant you access to powerful people that didn’t have the time before, that’s a sign that you’re headed in the right direction. That’s also the time to gauge whether or not you’re ready to talk to someone at that level and determine who should be the person to go in and have that conversation. You have to be careful how you behave in these meetings and remember just because you have a C in your title too; it doesn’t mean you suddenly know how to operate in a high-level meeting. There’s plenty of horror stories of inexperienced guys blowing it at this point because they’re unprepared to suddenly talk at this level.
Also look for the correlation between web traffic from competitors and pivotal points in the process. Increase competitor traffic often comes in when another business is told the lead is going to someone else (ideally you). If you look and see more competitor traffic, it can be a good indicator you’re headed in the right direction. But, be careful. Sometimes that traffic can mean the opposite.
Let me know your thoughts and some stories of your own about good signals towards the end of a process. Like and share and if you want to learn more about what to look for to know a deal is going your way check out my PodCast “The Brutal Truth About Sales & Selling.”
Thanks for stopping by,