Video provides practical tips to close B2B deals faster by focusing on urgency (find a 'big fire'), motivating individual buyers (appeal to personal incentives), and removing process friction (procurement, legal, security). Speaker emphasizes diagnosing whether the problem is urgent, asking how buyers have tried to solve it, aligning to personal metrics, and helping buyers with assets to reduce workload.
If you've been in sales for a while, you've probably heard the phrase time kills deals, and I've seen this play out many times in my career. The longer the deal cycle, the greater the odds that key stakeholders leave the company. New priorities surface and put yours on the back burner or your buyer realizes they are surviving with the status quo. If you can win faster, you'll likely win more. This video will teach you my top tips for accelerating deals. The first one is make sure you're tying to a big problem. Every business has tons of fires burning. They only run to the ones that threaten to burn the whole thing down while ignoring most. You don't have to solve the biggest problem, but it has to be a big fire, otherwise it's going to be ignored. My favorite question to see if I found a big enough fire is how else have you tried to solve this problem? If they've been ignoring the problem, chances are they feel they need to fight other fires first. Either educate them on why the problem you solve is bigger than they think and then make sure they agree, or you gotta find a bigger problem. People run faster when they're escaping terrible current situations than they do towards great after scenarios. A big problem means a faster deal cycle. The second piece is to motivate your buyer. People are inherently selfish. Very few buyers are senior enough to have their promotions and compensation tied directly to overall company metrics. And then who do you think pushes it legal and procurement harder in a sales process? A buyer that believes they'll earn higher personal status with your product, or a buyer that believes that entire company will do better with your product. It's usually the more selfish appeal. Now these two don't always go hand in hand. Understanding how your buyer is personally measured, how they earn promotions and how they look good is part one to motivating your buyer. Helping them understand how your solution helps them personally is step two. And a personally motivated buyer will sprint much faster than a company motivated buyer nearly every time and then remove the friction. Buying is a brutal process. When I was evaluating the vendor at a previous company, it took nine months just to get through the form submission for procurement review, then legal review, then security review. I was in countless meetings with different stakeholders around why we wanted it, what would happen if we didn't have it, what other alternatives we had looked at. We talked about the risk of the business, talked about the cost. It took months just to open up a POC environment. Throughout this process, the sales rep was quick to offer support. They gave me the assets I needed. They did everything they could to make it easier for me. If they hadn't, I would have abandoned early on because I was not able to go take on this additional workload while scrounging up all the information by myself. So, as you're making it easier for your buyer, here are a few things that you can do for them. 1. Translate the best.
