On the other hand, choosing what to do is usually someone’s responsibility. Somebody signs the contract. Somebody risks their professional reputation if they choose wrong, if the supplier messes up, if everything ends in tears. We all know someone who has been that person – a hotshot on their way up the corporate ladder, brought low by one bad choice. Nobody wants to be that person. And if your prospect is deeply worried about making a horrible professional misstep, then piling on more FUD isn’t going to help. It just makes them more nervous, and even more reluctant to do anything at all. The status quo might not be great, but at least they won’t lose their job for continuing to ignore the same thing their company has been ignoring for years. Which is why 40-60% of deals still end up in ‘no-decision limbo’.
So what does all of this mean for peru phone number example sales presentations? You’ve got your beautifully crafted ‘challenger’ presentation that answers the question ‘Why change?’ and you have your ‘Why us?’ presentation that you deliver next, either later in the sales cycle or all together in one meeting. But buyers end up stuck, not willing to risk their reputations by making the wrong decision, and your attempt to just repeat your challenger pitch again but louder doesn’t work.
How your sales decks can overcome indecision
GIF showing two dials labelled F-U-D. On the left is the 'Why Change?' dial. The FUD dial is turned all the way up. On the right the 'Why us?' dial is turned all the way down.
At the start of the sales cycle your ‘Why change?’ presentation needs to work as hard as it can to make the prospect fear that staying where they are isn’t tenable. Then, your ‘Why us?’ presentation needs to dial down the FUD, dial down the fear of making a decision, and make it seem like choosing your solution is a simple, straightforward, and low-risk option. By tweaking your approach to FUD in this way, you’re giving the prospect a reason to change but also reassuring them that the change is going to be easy and simple.