Why deals go cold after great conversations

The meeting was great.

Real interest, the right energy: "This is exactly what we need."

And then nothing. Not because they changed their mind, but because they couldn't explain the yes internally. 

There's a room with a vote that you don't have access to.
 
That room speaks different languages.

• The CFO speaks ROI.

• The CTO speaks risk and governance.

• The commercial director speaks market position.

• The operator speaks workflow and ease of use.

Your buyer speaks enthusiasm. That's not a language that connects. 

It might even be a language that is perceived as a threat when misunderstood... 

I've been mapping how B2B buying decisions actually happen for twenty years.

I see five levels to how a deal actually closes (or dies):

- Level 1: What's broken?
- Level 2: What makes it urgent now?
- Level 3: What else are they comparing you to?
- Level 4: What could go wrong for them personally?
- Level 5: How do they sell this decision internally?

You can nail levels 1 through 4 and still lose everything at 5.

 The research is brutal.

 B2B buying groups involve 5 to 16 people across up to four different functions. 40–60% of all B2B buying processes end without any decision.

How are your numbers currently?
How well are you preparing your buyer for the room he walks into? 

(Because that's on you, not on him/her)

This is what a validated sales playbook generates: the right message for the right people at the right time. 
 

I'm currently looking for one company to figure out exactly this, in a focused, two-week research sprint. Reply to this e-mail if you're interested. No pitch, just a conversation.