- A deal needs the buyer to answer why change, why now, why us.
- Why now is the hardest, and where most forecasts slip.
- Create it with a compelling event or by making the cost of delay vivid.
Most deals that stall fail one simple test. The buyer cannot answer three questions.
Why change, why now, why us
Laurie Mascott's point: for a deal to happen, the prospect has to be able to say why they will change, why they will do it now, and why they will do it with you. Why us is usually the easiest, given a good product and references. Why change is harder. Why now is the hardest of all, and it is where forecasts quietly die. You create it with a compelling event: a compliance change, a legal requirement, or by making the cost of delay impossible to ignore. Risk-averse buyers are an opportunity here, because you can name every risk in the status quo.
These three questions are not a pitch device. They should be built into your sales process and answered at every stage.
More in coaching deals with MEDDPICC and why MEDDPICC fails.
