What prevents buyers from well, buying?
A study of 2.5M recorded sales conversations (shoutout 'The Jolt Effect'), 40-60% of deals are lost to buyer indecision.
Here are 3 key reasons behind buyer indecision and tips on addressing each...
1️⃣ Solution valuation
Buyers don't just want the best option, but the one best for them. It's a seller's job to help them make that decision.
Tips:
- Offer personalized recommendations
- Provide comparison charts
- Share customer reviews/industry insights
2️⃣ Lack of information
Not fully understanding the solution, implementation, and it's impact can make decision-makers feel uneasy.
Tips:
- Provide comprehensive product descriptions
- Include specifications, FAQs, and demo videos
- Ensure CS/SE is available to answer questions
3️⃣ Fear of not getting full benefits
What if the product doesn't deliver on its promises? That's a direct impact on their goals, budget, and ultimately reputation.
Tips:
- Be transparent in your marketing
- Offer trials/demos
- Share case studies that demonstrate real benefits
Each of these reasons has its nuances. The best way to address them depends on understanding your buyers' concerns preventing them from making a decision and providing clear, honest, and detailed information.
Hope this helps you convert more hesitant buyers into happy customers!
Note: the study is from 'The Jolt Effect'. An amazing book on how reps can identify and overcome indecision. I've never recommended a book on here, but this one is worth the read for reps, managers, and even those who develop sales strategy (like me).