Your prospect today can't handle much complexity, so you can easily throw them into overwhelm when you give them too much information at one time. If it's hard for them to decipher the business value of your product or service, they'll just forget about it.
Speaking of forgetting, crazy-busy people are forgetful. They forget that they're going to get back to you. They forget that they were going to organize a meeting. That's what being frazzled does to you.
Crazy-busy people subscribe to the philosophy that "if it's not broken, why fix it?" That means you'll have to work really hard to ensure they understand how much better, from a business value perspective, things will be if they work with your company.
Finally, crazy-busy prospects think you and your competitors are near clones of each other. To them, any differences are minutia and any advantages are temporary. This makes it a lot more challenging to differentiate yourself and keep out of price battles - but it can be done if you focus on the 4 SNAP sales rules throughout the entire sales process.
Top 4 Sales Rules
- Keep it simple.
- Be invaluable.
- Always align with their business objectives.
- Raise priorities.
Think about it. That's what works today.