In previous chapters, we've emphasized the importance of getting to the point where a buyer has either shared a goal or admitted a problem that the Customer-Focused salesperson's offering can help them address. This is a watershed event, in that it starts a buying cycle. Buying cycles end in one of two ways:
A decision is made to buy—either from you or from another sales organization.
Buyers decide not to buy. The most common reasons buyers don't buy are that they conclude the proposed offering is too risky or complicated, it can't be cost-justified, or their priorities shift. The phenomenon of "no decision" is more common with mainstream-market than with early-market buyers.
The sharing of a goal makes a salesperson's job significantly easier, because the buyer now sees potential value in improving one or more business variables. This can create a sense of urgency, depending on how much potential improvement can be achieved. Sellers are usually trying to push sales cycles ahead. Now, there may be a sense of a cost of delay. While the buyer is deciding what to do—change or not change—the buyer may realize the enterprise is losing money. Once a goal has been shared, the seller is positioned to start developing the buyer's vision by using Sales-Primed Communications.