Be Multi-Threaded Part 2
The prior briefing introduced a situation where Don’s selling team was in a great position to win a deal… or so they thought… we continue below.
Don’s selling team later discovered that two members of the customer’s team did not attend this meeting – – two people who were apparently influential in the decision-making process and who preferred a different solution based on prior positive experiences with this competitor.
After the Don’s team’s high-five celebration, the customer became unresponsive. People on the customer team stopped returning calls. Invitations to schedule time for executing the agreed-upon next steps were ignored.
Don’s team later learned that the customer assigned different employees to host meetings with competing vendors. Don’s team was brought in so that the customer could complete “due diligence” by claiming to evaluate multiple solution providers prior to selecting the best fit and authorizing a new purchase. Soon, the customer’s preferred vendor solution was selected.
Don’s team was just “column-fodder”—that is, in the evaluation spreadsheet, three vendors were listed in three separate columns, with their rankings entered in each column. Don’s team helped the customer complete the required last column quota. The meeting had been a total waste of their time and effort. Because Don’s contact with the customer was not multi-threaded, he was unable to gain a complete understanding of what the primary customer influencers were thinking and what solution they preferred.
I’m DJ Sebastian, and we’ll describe lessons learned from this story in the next briefing.