Ever get really, really close to closing a deal with a lead, only to have them drop off at the last minute?
When you're offering a B2B product or service, this tends to happen sometimes.
Chances are, you've carefully crafted a robust sales funnel, and when you've got a hot lead, you nurture the relationship carefully and put a lot of work into it.
Then they decide they don't want what you're selling.
But why does this happen?
There are a number of reasons why a seemingly red-hot lead can turn cold late in the lead gen process.
Sometimes it's a budget issue, or the higher-ups didn't approve it, or they went with a competitor.
But there's another reason you may never have really thought about.
Sometimes they decide, somewhere along their buyer's journey in the lower part of the funnel, that they just don't need your product or service.
Whatever pain point you're solving just isn't enough of an issue for them to justify spending the money.
An article from Entrepreneur explains how that this is actually a pretty common scenario.
Many people can go on without your solution. They have decided that they don’t need to do this right now.
They are making money and getting by, they don’t feel like they need to buy what you are selling.
Until you can get your client to want your product so bad that they can’t live without it, they won’t buy.
You have to establish what the real problem is, the pain, that pivotal thing that makes them feel they have to do something now.
You have got to find that out.
Until you find that thing that makes them realize they can’t carry on without this, you won’t make the sale.
If they showed interest once they’ll probably have interest again.
Keep following up.
They showed interest, had a problem, and for a moment thought they needed it right now, but the feeling went away.
Be there when the winds change again.
You can read about other reasons why deals fall through over at Entrepreneur.