The Top 8 Reasons No One is Buying From You

Author:

Aurelien Mottier
Reading Time: 4 minutes

Episode

40

The Top 8 Reasons No One is Buying From You

Aurelien Mottier

CEO at Operatix

Adam Honig

Co-founder and CEO of Spiro.ai

If your company is struggling to close the deals that you’re going after, this is the post for you.

On a recent episode of the B2B Revenue Acceleration podcast, I interviewed Adam Honig, Co-founder and CEO of Spiro.ai. Adam shared the top 8 reasons customers might not be buying from you. Understanding these issues can help you course correct if you’re struggling and increase your success in going after deals.

Here we go:

#1: You Don’t Have a Unique Selling Proposition

You would be amazed at the number of sales people out there that are trying to build relationships or make connections, but never say “hey, here’s the thing I can really help you with.”

That’s a major problem for a lot of people.

You need a unique selling proposition.

And you need to communicate it clearly to your clients.

We encourage everyone to make that a part of the conversation very early on as soon as you start engaging with a prospect.

#2: You’re Targeting the Wrong People

What we mean by “the wrong people” is that you’re not talking with the person who’s actually going to sign the contact.

You may be talking to an influencer, but not the ultimate decision maker.

And as you get further into the sales process, you lose perspective if you’re talking to the wrong person. You forget what matters most to the ultimate decision maker.

When you’re in sales, you tend to think the whole world is your oyster. You think you can convince anyone of anything.

That attitude is great to have, as being enthusiastic is super important.

But you can really waste a lot of time going after everyone.

In fact, if you’re a great salesperson, you can actually make a lot of progress with the wrong people, only to realize at the end of the process that they’re not going to buy from you.

You’ve got to really know who the decision maker is and make sure they’re part of the process.

#3: Sometimes the Product or Service You’re Selling is Just Not That Good

left quote
right quote

New products are like caterpillars. There’s a natural growth of a product over time that can make it a butterfly.

Adam Honig

This one can be difficult for us to think about.

It can be common for younger salespeople to blame the product or its lack of features for lackluster sales.

But sometimes, that actually is the issue.

This can be a hard reality to face, especially if you’re an entrepreneur and you’ve poured your heart into building a business around one specific product.

But, just because you might be selling the wrong product doesn’t mean all of your hard work is wasted.

New products are like caterpillars.

There’s a natural growth of a product that happens over time that can turn it into a butterfly.

But a lot of early stage companies aren’t really focusing on the growth that their product can achieve to make it into something more valuable.

The goal is to sell the customer on the benefits of the butterfly, showing them the path of how to get there.

#4: You’re Selling in a Very Competitive Market

Markets can become oversaturated.

If you’re selling something that can easily be purchased from many vendors, how do you differentiate yourself?

Sometimes, you’re just not in the right market and you have to niche down, get much more specific about what you’re trying to do to help you stand out.

And this is one of the reasons why you need to have a great USP — it helps differentiate you in a crowded market.

#5: Your Buyers Are Getting Overwhelmed

left quote
right quote

Studies show that the more choices people have available to them, the less satisfied they’ll be once they actually make a decision. They just don’t know if they’re really making the right decision.

Adam Honig

These feelings can prompt them to make an immediate “no” decision.

In fact, a lot of studies show that the more choices people have available to them, the less satisfied they’ll be once they actually make a decision. They just never know if they’re really making the right choice.

Again, think about what differentiates you and whether or not you might need to narrow your focus.

#6: Your Product is Not Valued Enough

We see a lot of companies that are selling something that’s the fifth or sixth priority that an organization has.

But it really needs to be one of the top three priorities to make the cut these days.

Unless your product is in one of those top three slots, it’s just viewed as something that would be nice to have. Not something that is essential.

What are some reasons your product might not be a top priority?  

Well, maybe the ROI isn’t strong enough, or it’s just hard to quantify. Or maybe your product or service just doesn’t fit with the corporation’s strategy.

As a salesperson, strive to understand the corporate strategy of your client, so you know how to make the case that your product will enable that strategy.

#7: Your Sales Reps Are Not Building Trust

left quote
right quote

As salespeople, we are there to help the customer achieve something, whatever that something is to them.

Adam Honig

So, people have to rely on other clues to know if they’re making a good decision.

They tend to rely on what we might call emotional hunches.

One of those is how whether they trust a salesperson or their organization.

One mistake we see with salespeople is that they go for the close prematurely.

Doing this causes the prospect to lose a little bit of trust, because the salesperson is trying to make something happen on their time frame, instead of on the client’s time frame.

Keep your customer first and focus on building trust with them.

#8: Your Sales Reps Are Being Too Pushy

There’s a lot of stories from customers who just feel like salespeople are being too pushy.

That kills as many sales as anything else.

So, how do you find the balance between being too soft and being too pushy?

Again, it starts with keeping the customer in mind.

As salespeople, we are there to help them achieve something, whatever that something is to them.

We start to get too pushy when we try to make something happen for ourselves, maybe when we’re approaching the end of the month or the end of the quarter.

The other thing that can make us too pushy is when prospects don’t respond to us in the way that we would like them to. That frustration builds up and we lose sight of keeping the customer first.

It’s our job to take what they need and merge it with what we need, but not try to push our own agenda on them.

As long as you’re doing that, you shouldn’t come across as too pushy.

If you’re struggling to close the deals, spend some time figuring out if one of these issues might be the culprit.

Dig deep to understand your customer, their key strategic initiatives, and what’s going on in their industry. Focus on how your product can help them to increase your chances of getting the deal.

This post is based on a B2B Revenue Acceleration podcast with Adam Honig. To hear this episode, and many more like it, you can subscribe here.

If you don’t use iTunes, you can listen here.

powered by Sounder

About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

The JOLT Effect: Helping High Performers Overcome Customer Indecision

Matt Dixon

6 Tips to Build a Successful Pipeline Generation Strategy

Aurelien Mottier

Selling in a Recession: 5 Strategies for Growth

Aoife Daly

Ready to get started?

Learn more about how we can get work as an extension of your Sales & Marketing teams to drive more revenue.

Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

Recorded Testimonial: RXVantage

Fill in the form below and receive the recorded testimonial of Jeremy Gilman. 

Recorded Testimonial: Qualys

Fill in the form below and receive our recorded testimonial from Joerg Vollmer, the General Manager at Qualys.

Recorded Testimonial: Incorta

Fill in the form below and receive the recorded testimonial of Emily Lewis. 

Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

Recorded Testimonial: Bitglass

Fill in the form below and receive our recorded testimonial from Aya Fawzy, the former director of Bitglass.