Written By: Anthony Iannarino
If you’re going to go to all of the trouble to engage with the prospective client in the process of changing and potentially buying from you, then there is no reason to take half measures.
The danger in half measures is not only that you lose a deal but that you also lose time, the one finite, non-renewable resource you have. There’s this great quote from
Lance Armstrong’s cycling coach.
If you are going to expend that first big block of effort and energy to participate, you might as well go ahead and give whatever it takes to win. – Johan Bruyneel
You’ll have to forgive the fact that Lance Armstrong admitted to cheating. Surely everyone was in on the plan, including his coach, but that doesn’t mean that the lesson in this quote is any less valuable to you or me.
If you’re going to go to all of the trouble to engage with the prospective client in the process of changing and potentially buying from you, then there is no reason to take half measures. There is no need to shorten the time that you spend with your prospective client as you engage in this process. There is no reason to try to move through the process at a faster pace than the pace that best serves your prospective client in making a decision, and making a decision to choose you.
The idea of engaging in the sales process with your dream client is about helping them make a buying decision and also a preference for you, your company, and your solution.
It’s Your Choice
If you’re going to exert the energy to compete, exert enough energy to win.
The decision you make about half-measures is a decision about the quality and caliber of your work. If you decide to take half-measures and your prospective client doesn’t know that your “all in,” then they are not going to feel a strong preference for you and your solution.
You might believe that going “all in,” requires more effort and energy, but it is still more efficient and more effective than taking half-measures and not producing the outcome at all. There is no way to go back in time and do all the things that would allow you to win—and that you should have done when you had the chance.
Look at the prospects in your pipeline. Which ones are you taking half-measures to win? What would it look like to go “all?”
Anthony Iannarino is President and Chief Sales officer for SOLUTIONS Staffing, a best-in-class regional…
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