Let’s face it - selling to enterprises can feel like trying to fill a bottomless pit with sand. But behind every corporate logo are real people with opinions, fears, and yes, a fair bit of inertia. Remember, your potential buyers aren’t just decision-makers; they’re humans who sometimes struggle to choose a restaurant for lunch, let alone a major software vendor.
The endless vendor vetting process
When enterprises search for a vendor, they don’t just give your proposal a quick glance. Oh no, they put you through a rigorous vetting process alongside several other contenders. It’s like running a marathon where every other runner is also trying to hand out brochures. Expect them to compare, overanalyze, and maybe even lose your pitch under a mountain of spreadsheets. And human inertia plays a large role here - change is hard, and sticking with the status quo is often the easiest option. To some people change might come easier than to others. Few will even embrace change. Nevertheless, if a group of users have to adapt e.g. a new software that’ll streamline a formerly analogue process, some will adapt to it better than others. The same goes for selling to a group of users. During the sales process a buyer champion might emerge that can’t wait to get all approvals through and start working with your solution. Be prepared to run into some inertia with other users that are comfortable with the status quo.
The art of timing
Timing is everything. Enterprises move in their own rhythm, and key decision points can be few and far between. Being there at the right moment - when they’re finally ready to move past inertia and make a decision - can make all the difference. Show up too early, and you risk being forgotten. Too late, and, well, someone else has already taken your spot. A solid plan to overcome inertia is to use key stakeholders that you feel have a good drive to push the deal strategically. Asking questions about what impact your solution will have on personal goals of the buying stakeholders could help you identify points like career opportunities that individuals are pursuing. You might also find KPIs that have to be met using your solution. Both examples are absolut silver bullets to enable players tackle natural inertia you’ll run through from other users.
Personalized content to support your buyer champion
Once you’ve found your “buyer champion” within the company, personalized content becomes your secret weapon. These champions are the ones who’ll fight for your solution internally, and they need ammo. Don’t make the mistake of underestimating the power of a well informed champion that thinks of your solution highest. 95% of the time a decision process takes within an enterprise, you’ll not be sitting there at the table. Whether it’s tailored case studies, ROI analyses, or tech specs, personalized content helps them make a strong case to their colleagues. Think of it as arming your ally in a corporate Game of Thrones.
Key Takeaways
- Your buyers are humans with the ever-present fear of change.
- They’ve got a million vendors to choose from, and the process is slow and complex.
- Timing your engagement right and supporting your internal champions with personalized content can cut through the inertia and help you close the deal.
- Be patient, be present, and above all, be human.
