War on Indecision

While on a sales call, founders are not competing with other companies. They are competing against the prospect leaving without making a decision.

The most comfortable position for a prospect is to do nothing. That is the worst outcome for a founder.

Prospect indecision is the result of founders not finding or not solving the prospects big problem. It occurs when prospects are uncertain about the outcome.

We’ve all heard it. “Let’s circle back next month.” “Give me a call next week.” Usually after the prospect explains how much they like your product.

🔥 The customer does not love your product.

Even if they do love your product, that does not mean they will buy. We all have a list of products we love, but do not own. Because ownership does not make sense right now.

📈 Finding the big problem and amplifying it removes indecision.

When you find their big problem. The one with massive pain. Then ask questions to amplify it. Doing this properly leads to decision.

Sometimes, that decision is to do something other than buy your product. Most times, it is to buy now. Either way, you want to know.

If you can’t solve their problem, say so. “Unfortunately, I don’t think this will help you. It does very well solving XYZ, but we’ve never tried it for that.”

😎 Compare your product with doing nothing.

Ask, “What happens if you do nothing?”

If the big problem was found and the pain amplified, the prospect will show discomfort while answering this. It’s like the doctor saying, “I can stop the pain now or do you want to wait until next week?”

💊 No one wants to continue in pain.

The problem is that most founders do not find it. Or they pitch right after the initial discovery. Instead, amplify it by asking questions to better understand.

Regardless of what a prospect says, they are taking an hour out of their day to see if you can solve their problem.

💯 Big problems are only revealed after massive amounts of trust are created.

A great way to establish that trust is to speak at a prestigious event. Give the keynote at a conference. Publish a book.

But, most founders do not have that yet. In that case, provide a narrative right before asking your first question.

The narrative is the story of why your company… Not a timeline. But, the reason your company exists. It tells of the big problem you had, your customers had, and why someone does business with you.

Sales for Founders

A growth system for hackers, hustlers, and creatives.