I guess that’s a big problem for technically complex problems because so many factors are involved that it is most of the time very difficult to say where the problem actually lies.
Most of engineers are thinking that it is because of the product you’re trying to sell is not good enough or doesn’t have enough features…but that’s just not the reality.
Let’s face it, even if you met every day some prospects telling you that they won’t buy because you don’t have a specific feature that they want, don’t be deceived that it is the true reason.
Think about it… If you develop this feature, will this customer buy?
Verify what your prospect is saying before taking any action
Don’t try to guess, call this prospect and just ask him:
“Hi Marc, I remember you needed this feature in your project to be able to use our software, now I have just talked with the developers and they are committed to develop this feature just for you. We can give you some proof or even sign an agreement that we’ll develop it for you, The only thing that I need is the confirmation of your purchase and we will directly start to make the software fit for your needs.”
What do you think your prospect will say?
If that really works, that means that is a good move. But you still need to think if that’s a good move that will not be too costly for your developers. Why would you develop a feature that only one client needs? (That may work if he is a really big client)
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If the client requires a feature that he absolutely need and there is no way out to perform what he wants with your software, then be frank and tell directly that to your client.
You have to be a trusted advisor for your client and be sure that you are always recommending the right solution.
What I want to demonstrate in this post is that it also happens that purchasing a software (or not) is also related to reasons deeper than just having a feature or not. Prospect may use the fact that they need some specific feature just to repel salesmen. Sometimes prospects believe they need something when actually there is a way around. Sometimes it’s just because competitors have some features that prospects feel that they should have it as well in your software ( even if they don’t need it).
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Now…If that doesn’t work…that means your prospect was just finding an excuse to tell you that he is not interested.
Why everyone is no just telling the truth?
So why not telling you simply “I am not interested” and inducing you in error by telling you that’s because you lack a feature ?
Several reasons in my humble opinion (I’d like to know if you have another explanation):
A simple “No” asks for a reason: “Why do you say no?”
People don’t want to spend time to explain themselves in details so they prefer to tell something that a lot of people tend to believe: “If the product is perfect, I would buy it. It is not perfect because it lacks a feature that is essential, so I won’t”
Tangible proof that the software is not a fit by naming a feature is an easy way to repel any technical salesman.
Another possible explanation to the fact that people won’t tell you the truth about the fact they don’t want to purchase is that everyone have a sense of pride about themselves.
If the true reason is that the software looks complex to use and they don’t want to spend the time to learn it, telling you that would make them stupid and harm their self esteem.
That’s much better to tell you that this is not their fault, this is yours…
Remember when you were a kid and you did something bad, what happened probably next?
“Hey Dad, that’s not me, that’s the cat of the neighbor who entered by the window and ate the cookie!…”
Well…that’s just the same thing.
Why is all that important?
If you take the answer of the people for the truth, you may spend months in developing useless features that they don’t even want!
Learn to spot the true reasons why people are not buying will save you time and efforts and your company will focus on developing the software in the right direction.
Cyprien,
most of the time when they say “I will not buy the software until __________ feature is developed.” they are only making excuses. If the excuse is allowed to stand it will reinforce the negative aspect of the sales intervention and likely prolong (if not end) this sales cycle.
I find that it most often means that I have not made the positive sales arguments stick well enough if this is the ending sentiment. One needs to remind them of what they are also saying “NO” to when they choose not to buy the software instead waiting for a specific feature.
prospect: “it’s 2015 and we were promised flying cars. Until cars fly I will not buy. I’ll wait until flying cars arrive.”
me: “then you can continue to walk everywhere or take the bus. I can sell you this umbrella which will keep you “kind of dry” while you walk in the rain. And good luck getting places on time. Maybe a bike, but then it’s hard to do the umbrella thing. Have I mentioned that with the CAR you can get places out of the weather, pretty rapidly and at the time that you choose? Car delivers significant benefit even without flying. “
Thanks Eric, your comment is very insightful! So, when they buy something, they shouldn’t only consider the cost of the product, but also the cost of not buying the product! That’s something not everybody thinks about because we tend to see the things before our eyes rather than thinking in long term perspective what will be the result of our actions.