According to Gartner (and many others), No Decision outcomes (also known as “Do Nothing” or “Status Quo”) comprise forty-five percent of forecasted opportunities. For many vendors, the number is even higher! Most vendors report that No Decision is their single largest competitor, yet very few vendors actively seek solutions.
Effective discovery that explores three key elements can dramatically reduce these No Decision rates. They are:
1. The lack of a Critical Business Issue.
2. Insufficient perception of value (insufficient Delta).
3. No Critical Date.
Hospital (Patient) Analogies:
1. “I can live with this pain… I don’t like it, but it’s not getting in the way of what I need to do.”
2. “That drug/procedure is just too expensive… I’ll live with things the way they are.”
3. “I’d prefer to put this procedure off until another time… Maybe next year.”
Solution? While there are many other reasons that could yield a No Decision outcome, including management or major business changes, economic challenges, etc., you can avoid overinvesting in many fruitless sales processes by doing discovery specifically for each of the elements above!
This is #9 from The Dirty Dozen of Discovery Don’ts – you can find all twelve here! https://lnkd.in/evUnp8YV
You can find the full set of DO’s and DON’Ts in Doing Discovery:
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