Are we telling ourselves fairytales about software deals in our pipeline? 

Value Proposition“It’s normal enterprise software projects in this vertical take 9-12 months to close.”

“We haven’t lost the deal; they are just slow in decision making.”

“If we lower our price with 15% more, we’ll have the deal.”

So many deals, so many excuses. Until the customer makes the decision, and you realize it wasn’t with your company. The bulk of the deals stuck in your pipeline are there not because of your prospect’s rigid process but because they have no reason to buy.

And our typical reaction to help them get ‘unstuck’ doesn’t help much either: luring them in with jet another big discount, artificial deadlines because it’s ‘the end of the quarter’ and more of those tricks.

What’s proven to make people buy are two things:

1) Clear proof of meaningful value and

2) removing their personal risks.

We can kill two birds with one stone if we start selling the idea, not the product.

Why? Because selling the idea is about inviting the right customers to enroll on a journey – a journey they desire to be on.

Remember, even though we are selling SaaS, selling Enterprise software is still about a long-term commitment. There’s a lot at stake both in getting it right and getting it wrong.

Selling the idea enables us to address that head-on by creating a gap between what is and what can be. Selling the idea is about change – about a transformation into something your ideal customer aspires to be. Creating that vivid picture in your customers’ mind is very hard to do when you’re focused on selling a product and features.

Selling the idea helps you to step away from being the ‘hero’ and become the guide. That builds trust and a mental bond. And that equals power.

Try it out. It’s magic.

And, tell me, what are strategies have you followed to get deals unstuck in your pipeline?

About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.