Good vs. Bad Buying Decisions in Sales

When selling to a bug company (ie. one that is bigger than yours) remember that a buyer may be more compelled to avoid making a “bad” decision than making a “good” one.

On the surface this often appears insane.

And the situation leaves salespeople who fail to empathize with their buyers scratching their heads time and time again…

Your offering may be more logical, smarter, even obviously superior to what the buyer currently uses or what your competition is selling.

But if the buying process is motivated more by a fear of screwing up than by actually solving a problem, you will be at a disadvantage – even to a less skilled, but more established competitor.