May 3rd.
That’s when I reached out to three HubSpot implementation partners on behalf of a private MSP client of mine. The CEO and Sales Manager are VERY motivated to get their new sales team using that platform and asked me to take the lead on the project.
I was an ideal lead for them: HIGHLY motivated, full authority, budget approved and ready to buy yesterday.
From the very first communication, I gave them one non-negotiable requirement: references.
The CEO (my client) wanted to get 3 to 5 with at least one from an MSP or a company similar in size and scope to what we were building, and at least one that they had onboarded within the last 90 days. Not ancient history. Proof. I even told them the timeline was URGENT (but I said that already, right?).
That was two months ago.
After all this time, all three only produced ONE reference so far. Now the awkward rolling follow-up series of “Do you have any questions?” emails are starting — sent as if I am sitting at my desk, questions piling and the need to move on this high, but I’m too intimidated to ask them.
This is how you lose a sale.
These three vendors were given a target, very clear criteria and the timeline. They spent sixty days generating proposals but not selling.
Two of them just e-mailed the quote without a closing presentation. Nobody picked up the phone and said, “Robin, I want this business. Here’s what I’m doing to get you those references by Friday, and here’s why we’re the right choice.” Nobody said anything except, in meek, milquetoast phrasing, “Just checking in — do you have any questions?” As if questions were the obstacle standing between us and a closed deal.
To be fair, two of the three impressed me as highly competent, and one of the companies did a really good job presenting. Excellent actually. But they still didn’t provide the references I clearly communicated were one of the top requirements…and I’ve had to follow up with THEM to even get the one we did.
Here’s what they should have done:
- Get the EXACT criteria the buyer has for choosing a vendor/partner. How do you get that? You ask, dummy. “What’s the most important criteria you are going to use when choosing someone for this project?” What’s so hard about that? Nothing…but are you asking it? Probably not. I provided it to them without them having to ask because I didn’t want to waste time playing games. I wanted to BUY.
- Confirm you are CRYSTAL CLEAR on the requirements after they tell you and get their commitment to it. Here’s how. You ask, “If we are able to satisfactorily provide/show/deliver to you X, Y and Z, is there any reason why you would hesitate to choose us for this project?”
- Build your closing presentation based on THAT criteria. IN PERSON. No proposal should EVER be e-mailed without you stapled to it. This is the big miss for two of the three, but all three missed one of the items that was super high on the list from the standpoint of buying criteria: 3 to 5 references.
And do this with some URGENCY.
Here’s a principle you ought not forget: Money loves speed. Not speed as in sloppiness or rushing, but speed as in expediency. Responsiveness. Real hustle.
Money loves speed.
Not speed as in sloppiness or rushing, but speed as in expediency. Responsiveness. Real hustle.
Because here’s another truth in sales: time kills all deals.
The longer you take to answer the phone, to get a meeting, to deliver a proposal and to close the deal, the less likely you are to get the money. People lose interest. Time gives them a chance to overthink the decision. To stall and delay. To get opinions from other people that aren’t helpful to your mission of closing the deal. To find an alternative solution. To have some other life or business event happen that usurps the urgency of buying. To let another vendor edge you out.
I was a lead that most salespeople never get — a buyer with a sincere need who stated the deadline, stated the requirements, was willing to spend money and responded to every communication. These people folded it up and stuffed it in a drawer.
Two months. One reference each. “We’re working on it,” they said. Working on it?
If your pipeline is clogged with stalled deals, prospects who ghosted you and people sitting in “think it over” land, the solution is NOT some clever follow-up technique. The solution is to START by making sure you are absolutely crystal clear on the prospect’s criteria for making the decision and then GIVING IT TO THEM.
One final but critical note…
Closers know you need to get in a room and make deals. Nose to nose, toes to toes. The big opportunities require you to show up with purpose, fully prepared and ask for the business. Two of the three mailed it in and hoped this motivated buyer would convert herself.
She didn’t.
