50% of your deals will end with indecision 🤯

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We often come across marketing website pages that compare their solutions with those of their competitors. They list features, highlight differences, and provide additional ROI modeling, all in an effort to persuade buyers that they are the best choice. However, this approach can sometimes confuse the market, especially if the buyers haven't decided to make any changes yet. They might not even know what would happen if they chose to do nothing.

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Consider these tactics when building your next Marketing or Sales strategy:

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Don't: Create fear and urgency. It no longer works.

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Instead: Remove the fear of buying. Help the prospect understand why selecting your solution is not a scary or career-ending move.

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• Free trial.
• Full refund after 60 days if you don't obtain [insert measurable goal].
• Product Led Growth motions
• A no-brainer with easy to understand pricing

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Don't: Assume your buyer is indecisive.

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Instead: Confirm it. It's okay to be blunt and avoid any confusion.

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• "Are you nervous about being wrong by selecting us?" "Why?"
• "How likely are you to stick with the process you're doing today?" "Are you the only person who makes that decision?"
• "If you did nothing, what would happen to the business?"

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• Most humans are naturally risk-averse, unlike founders who have taken the ultimate career risk. The fear of making a decision and being responsible for the wrong outcome is often more significant than the fear of not making a decision and being wrong.

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People love to think they're early adopters and risk-takers, but when it comes to proving it, their true colors show. Test your buyers early to understand who they really are.

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Prove that decisions can be simple, and you'll make buying an easy process.

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