Overcome Isolation
(and a quick video with more details)
Today’s Slattery Sales tip: Overcome isolation.
💡Isolation is the distance between a decision and its consequences.
In a complex sale, you will have to contend with – and overcome – Isolation at your prospect enterprise.
One person might make a decision in one area of the business -- for example, delaying your sale by asking for a 13th demo -- and the negative consequences of that choice accrue to another area of the business (to the area funding the problem you solve).
Because of Isolation, the person who is currently funding the costs and consequences of the problem you solve is probably not yet aware they’re funding the problem at all. They just know that they’d like things to be better.
🫢 They’re probably not aware that the problems they’re living with (like longer time to market, lower margins, disgruntled clients, or lower top-line revenues) stem from decisions made elsewhere in the enterprise – let alone that you could solve those problems.
⏳ Meanwhile, the self-proclaimed "decision-maker" you’re talking to, who’s making the choice to drag out your sale by asking for a 13th demo, is probably immune to those costs and consequences, since they're accruing elsewhere in the organization.
➡️ Find and target the area ultimately funding the problem you solve. They're usually not the ones the sales team is already targeting!
There’s never a single “decision-maker” in a complex sale, and a seller who fixates on finding the decision-maker will unnecessarily lengthen their sales cycle.
💡Instead, focus on overcoming isolation, and you can shorten your sales cycle considerably.
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