The Last Hurdle Conversation
The conversations resulting from the Q2C Selling method allow you to build a framework throughout your sales process. Q2C Selling is a method to deliver better-prepared meetings, control your sales cycle, and sell faster. The final hurdle conversation is the third stage of closing.
In this article, find the definition and the interest of the conversation on the last obstacle and discover how to structure it effectively. At the end of the article, discover the cards associated with this conversation and use them to set up your deck in Salesdeck. Choose the cards that suit you and personalize them according to your offer and prospect’s needs.
To learn more about conversations and their successful implementation, we invite you to download an extract from our book Q2C Selling, written by Gabriel Dabi Schwebel and Nicolas Delignières.
The conversation about the last obstacle, what is it?
At this stage, your solution has been validated by your prospect. You have presented your offer and its financial and non-financial components, dealt with the objections and demonstrated the cost of inaction. Yet your prospect is not engaging. It happens, it’s irrational, it’s human. Here, you have to assume something prevents your prospect from taking the following action. But what could that be?
Understand the source of the problem
Sometimes there is a sticking point, and failure to identify it earlier may result from one or more errors during the sales process. But it can also be linked to a hazard, even more in the case of a long sales process. If the decision is not taken, something is stuck, and you must not hide in the dark. Find out what the roadblock is.
Assume and close the sales process
Often we discover that some prospects do not intend to invest in a product or service; in that case, you’ve lost the sale. If you have shared the cost of inaction with your prospect and your entire process has been well mastered, this scenario is unlikely. However, when it happens to you, move on. Close this sales process and move on to serious prospects willing to take your offer.
What information do you get from the last hurdle conversation?
Did I miss something important?
This last-hurdle conversation also allows you, as a last resort, to identify a shortcoming in your sales process or an unforeseen event that has an impact on it. Your goal should be not to need this conversation, but it will serve you well.
Am I wasting my time and that of the prospect?
It’s essential to use the last hurdle conversation whenever a closing seems to be dragging on for too long. It should allow you to end the sales process as quickly as possible. Remember, an “ongoing” sales process has a cost in wasted sales time and a blow to the salesperson’s confidence. The longer the process takes, the higher this cost.
The cards associated with the conversation about the last obstacle
Do you understand the principle and interest of the last hurdle conversation but do not know how to apply it concretely? Here are the cards that will be very useful for you to structure your conversation and set up your deck in Salesdeck. You are free to keep the cards that suit you and change the order you use them.
A frank and direct conversation can be hard to come by. Most of the time, it’s born out of fear of the prospect’s response. The closing is a very emotional moment of the sale on the side of the prospect AND the seller. Don’t be afraid to get rejected.
The reluctance of colleagues
Your prospect may struggle to convince his colleagues despite his desire to engage with you. This has undoubtedly happened to you as a customer: you have an appointment with an excellent salesperson, and you are very enthusiastic. And there, we ask you what is so exceptional about the proposed solution.
You realize that your speech is less impactful to your colleague, and you struggle to remember important points. This happens to your prospect behind the scenes when they talk about your solution to other decision-makers.
If you can’t meet all the relevant people, work with your prospect to help them put together a pitch to win them over.
The meeting with one of your colleagues
Do you feel that your prospect has doubts? Make him meet the expert, most likely to reassure him within your teams or even your manager to show him his importance in your eyes.
In addition, triggering the meeting with secondary decision-makers is often complex. Your prospect could consider that you do not recognize his legitimacy to make the investment decision. He may also not know how interesting it is for them since you have seen everything together after all.
The key is to offer to meet another member of your team who is more likely to talk to these secondary decision-makers. You bring something new, which will push your prospect to do the same while sparing susceptibilities.
Show your prospect that you are in control of potential risks. Don’t deny their likelihood, but demonstrate that you’ve got things in place if they happen, so no one has to suffer the consequences.