After targeting an opportunity and analysing their position, many sellers delay selecting what they are going to offer. They may continue to modify their solution, or carry too many solutions, alternates, or options through the sales cycle.
While you may believe that this demonstrates flexibility, it can impact your ability to position with the customer in the following ways:
• Members of the selling team present and propose generic, vague and unconvincing solutions to the customer
• Product and service specialists have to prepare multiple solutions, so the quality of each solution and presentation declines
• Customers are confused by the options, made uncomfortable by the seller’s vacillation, and are generally not persuaded to select your solution. Freeze your solution once you have determined what the customer needs and what you can best offer. Then work on clearly articulating the value of your offer for the various stakeholders to consolidate a shared understanding of why they should select your solution.
More information on this subject is in the Shipley Capture Guide – see STRATEGY.