What is the most professional way to end a sales process when the customer simply cannot decide?

I am not sure that I understand the question correctly.If the customer does not make a decision, the sales process ends automatically.

You can make it even more explicit, I like to send a short e-mail if I haven’t heard from the customer for a while:

“Having not heard from you about this project, I assume that it is no longer a priority for you.”

The more important question is why this happens in the first place.

If the customer does not decide, then there are the following reasons:

  • The customer is not allowed to decide or he has no budget (this should be seen early in the sales process)
  • The customer does not understand the added value (then the wrong customer has been selected – or the sales person has not done his job).

If the first case occurs more frequently, you have to readjust in marketing and business development. In the second case, sales coaching helps.

  • The customer sees no reason to buy now and postpones the decision.
  • There is a high probability that the salesperson has been lulled by the customer, because he initially told him that this project should be tackled “as soon as possible”. If he had drilled a few times, he probably would have come to the conclusion that there is no really urgent reason. And at the end of the day, customers (like most of us) like to push things out when it comes to signing.

  • The project is too hot for the customer.
  • Especially in the B2B project business, this is the number one closing killer. To make matters worse, the customer will tie everything possible to the sales person’s nose, because who admits that he now has quite a respect and the trousers before the project. After all, he spat big notes at the beginning and now he has become aware of the full complexity and realizes that the whole thing can also fail. What he doesn’t want. Experience or good training of sales consultants helps here.

    In other words, if the customer hesitates and hesitates, the child has already fallen into the well because someone has not been paying attention.

    And: all these reasons are legitimate.It’s OK that a customer prefers not to buy after all. After all, we also try again and again – and if sellers try to get us around with some tricks, then we are friendly, swarm off and the guy wanders on the blacklist.

    Therefore: If it happens regularly that customers suddenly do not want to decide after an elaborate sales process, then something has already been overlooked in advance.And if you improve here, you will get into these situations less often.

    Of course: Even the best sales consultant with the best sales process, this happens every now and then.In addition, unforeseen things can happen again and again (e.g. that the boss changes his mind and does not want to spend so much money now).

    And then it’s best to do it like Don Draper in Mad Men:

    “Gentlemen, thank you for your time.”

    Good luck with that.

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