The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode · 2 years ago

35. Competing Against Do Nothing w/ John Kaplan


If your pipeline deals are at risk because your buyers choose to “do nothing” rather than move forward, this is the podcast episode for you. 


“Do Nothing” is often a key competitor as we maneuver through the sales process and there are key things salespeople can do to win against this option.


In this episode, John Kaplan breaks down three fundamentals elite salespeople use to sell and win against a “do nothing” buyer mindset.


Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website.


Here are some additional resources on selling against “do nothing”: 


Predicting No Decisions | On-Demand Webinar

Five Things That Will Help You Uncover New Business Opportunities

What to Do When “Do Nothing” is Your Chief Competition in a Sales Opportunity

You lose to do nothing when the pain isn't big enough or the solutions expected benefits aren't compelling enough to take action. You're listening to the audible ready podcast, the show that helps you and your team's sell more faster. Will feat your sales leader sharing their best insights on how to create a sales engine that helps you fuel repeatable revenue growth, presented by the team at force management, a leader in BB sales effectiveness. Let's get started. Hello and welcome to the audibolready podcast. I'm Rachel Clippe Miller, and today we are going to talk about the competitor that's always in the room, do nothing. John Caplandreid's going how to break this down. Hey, Rachel, how are you? A great topic today. Yeah, I think it's also when a lot of salespeople are dealing with right now. John. Yeah, well, I think I think you're right. I think salespeople are dealing with this right now. They've always dealt with it, and I just wanted to picture yourself. If... know you've had great conversations with a company, but their customer or buyer is hesitant to move forward and we compete against do nothing. A lot and a lot of the listeners are probably have active pipeline that is has some deals at risk for do nothing. So it's definitely a competitor that's always in the room, in my opinions. Right. So, as those of you out there looking at your current pipeline, if you're worried that you're going to fall victim to this competitor, we're going to break down how to sell against do nothing and jenet really comes down to finding that immediate need for the customer. Yeah, I mean, like we said, do nothing is always a part of the equation because it's you know, it's often the easier solution for those who are part of the decision process. There's always something more important to worry about within the organization, particularly in the present environment that we're in. So so you lose to do nothing when the pain isn't big enough or the solutions...

...expected benefits aren't compelling enough to take action. You know, the problem doesn't warrant the time and money needed to solve it right. There's not that urgency there and those steps you just walk through. That really comes down to those critical components that are part of command of the message. For those you who have had commit a message out there. You need to go through the process to find that pain. Yeah, so, I mean the first question to ask yourself is what is the biggest business issue facing this customer and am I attached to it? So differentiating against do nothing means you have to work harder at helping your customer understand the business pain and demonstrate how Sol helping that pain is more important than other initiatives. When you differentiate from do nothing, you're helping your customer understand the pain and you do that by attaching your solution to...

...the biggest business problem, defining the positive business outcomes that drive the most impact and compel your buyer to take action rather than settling for the status quo. You have to be great at asking discovery questions that make the customers stand in the moment of pain, and we've talked a lot about Ted questions. Ted Tell me about, explain for me, described for me. That way you get the customer to open up and tell you the story about the pain. Yeah, and we mentioned current pipeline deals right now that people might be looking at and saying this is this is me, I'm dealing with do nothing right now. So how do I go back and find more pain. What are your best tips for backing up the deal? If you don't have enough pain taken, tell them to move to action. So first you have to know your differentiators and next you have to ask yourself. You know, got to be like the customer and ask yourself, so what if I don't have that...

...differentiator? And then, as the seller, you then prepare your questions around that so you, you know, role play as if you're the customer, stand in the moment of pain of not having that differentiated. That's kind of like the so what factor, and then just prepare your questions that you're going to ask them to connect them back to that pain. Yeah, it's okay to like, be in the middle of a deal and want to ask more questions. You shouldn't feel bad about doing that. No, I think it's always about going back and making sure that you're asking great questions to make that customer stand in the moment of pain. That's critical. Yeah, so let's let's say you'd ask these questions and you found some information and that determines that pain, that you've got some information that you think is going to be able to move a deal forward based on your differentiators. The next step often is you've got to go back to the buying committee, all the decisionmakers and influencers... the deal to demonstrate that socalled new connection. How do you do that? How do you resocialize your solution? Yeah, really good question. So the you know, the real fundamental thing that you're doing is you're setting the decision criteria. But, as every seller listening knows, this isn't your decision criteria, it's the customers decision criteria. So you might have made the connections in your mind or and your you know, in your own thinking, but you got to go back and get the customer to set that in stone. And so again it's all about how you ask questions. So you need to ask questions to influence the decision criteria with your differentiation and then you have to connect what you do for a living to making that pain go away. So in your mind you resocialized it. It's not considered resocialized until the customer says it's resocialized by giving you formal decision criteria that is highly, highly influenced by...

...your differentiation. That's the skill that you need to that you really really need to have in this conversation. So know your differentiators, find the pain and connect, connect it all and, like we said at the top, John, especially in a shaky economic environment, do nothing is always in the room. People are hesitant to move forward. Yeah, so I think you're telling me you're ready for the bottom line. Oh Yeah, okay, John, what's about a life? So look, I think you did it nice by setting it up in the beginning of the conversation that do nothing is always there and it's our job as sellers to make it go away. So I think like the top three things that you do to do that is the first thing is you connect the problem to something urgent and critical. So, especially in these times, you're not going to get any attention, you're not going to fight your way through the noise of the pandemic in all of the things that...

...are going on, unless you connect their problem to something urgent and critical. So then you influence the decision criteria with your differentiation. And then lastly, you ask yourself, so what happens if the customer does nothing? And you can ask the customer that same question. So, so, what happens if you don't address this and if you get answers that are in a do nothing way. You did not connect to the pain. So keep digging, keep going. It's as simple as that. Keep going, keep keep digging. Thank you so much, John. That was a great bottom line. You got it. Thank you, John. Thank you to all of you for listening to the audibolready podcast. At force management, we're focused on transforming sales organizations into elite teams. Are Proven methodologies deliver programs that build company alignment and fuel repeatable revenue growth. Give your teams the ability to execute the growth strategy... the point of sale. Our strength is our experience. The proof is in our results. Let's get started. Visit US at force MANAGEMENTCOM. You've been listening to the audible ready podcast. To not miss an episode, subscribe to the show in your favorite podcast player. Until next time,.

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