Why the best solution almost never wins and how to change it
- Martin Hurych
- 31. 3.
- Minut čtení: 3
Do you know why your customers often don't buy the best solution, but rather the safest? Because decision-making in complex B2B deals is not based on logic alone, although we tell ourselves that it is.
Even in B2B, decision-making is highly dependent on emotions - especially fear of potential risks. And risk is the main reason why your potential customers hesitate, delay their decision, or even choose an inferior but proven alternative.
Dále v článku:
The most common concerns on the customer side
Every decision maker in the company has their own concerns:
CIOs fear that the new technology will not be compatible with existing systems and will bring complications.
The COO is concerned that your team will not complete the project in the planned scope and time.
The sales and marketing director doubts whether your solution will deliver the promised business results and increase sales.
The quality manager is not if your processes and quality are up to the company's standards.
The more expensive, complex and innovative the product or service you offer, the more intense the client's concerns. And if you don't address these concerns in a targeted way, you can say goodbye to big contracts. And you don't want that, do you?
How to successfully eliminate your customers' concerns?
Identify the specific concerns of each decision maker
Don't just rely on what your buyer or manager tells you. Find out who else is influencing purchasing decisions and what individual concerns they have. Often these concerns are hidden - no one will volunteer them to you.
Prepare clear and specific "fear eliminators"
Your arguments must be convincing and well-founded. It is not enough to make promises, you must provide clear evidence. For example...
Systems integration diagrams and procedures - for CIOs.
Detailed case studies with clearly described project scope, results and references - for COO.
Video or written testimonials from satisfied customers - for the sales and marketing director.
Quality certificates, detailed process descriptions and third-party audits - for the quality manager.
Your most effective tools are the so often cursed in the trade... experts. People who know the answers to expert questions and who will work personally with the client. Customers want to see that competent and trustworthy professionals are behind your promises.
Use the progressive discovery / progressive disclosure method
At each stage of the business meeting, reveal only as much information as is necessary to overcome the current concerns. Don't overwhelm the customer with all the details at once. Break down your approach into clear, structured steps and introduce "fear removers" in stages - always in response to the specific fears and concerns the customer has expressed at that stage.
Example of a structured business step
What we're finding out at the meeting:
Who has the final say in the decision?
Who all can influence the decision and what concerns does each participant have?
What we present (gradual uncovering of information):
The table you see below is just an illustrative example. Always find out the specific fears and concerns of all participants in the buying process.
Each of your experts has a clear role and presents exactly the arguments match the concerns of their counterpart at the client.
What do you get? The offer will be a contract
The customer becomes confident that you are able to minimize risks.
Your solution becomes not only the best but also the safest from the customer's point of view.
You will increase confidence, reduce resistance and speed up the decision-making process.
If you learn to effectively identify and eliminate customer fear, you can turn your offers into real, valuable contracts.
Do you want advice on how exactly to incorporate this method into your business process? Contact me. I'll help you find specific "fear eliminators" and the path to your biggest customers will be clear..
