Question from a founder: ❓ How to convince people to take a risk? The product is expensive($50k-$100k), and the sale is delayed after the demo. ❓ How do I make them more comfortable about taking risks? How do I create urgency? ‌ My friend, you just had a bite of a long and complicated sales cycle right there. ‌ There is no direct thing that will help you get better, it's more of a set of steps you have to take, but don't forget to experiment and calibrate what works and what does not constantly. ‌ When it comes to long, complicated sales cycles, many decision-makers will have a say in the sale. After covid, the average number of decision-makers in a purchase has increased to 7. More people - means more opinions 💬. If you have two people you had to persuade to make a sale, now we are talking about many more people you have to convince, and most of them will be unknown to you, like an iceberg. You know what is on the surface, but you don't know how much resistance your sales champion sees in internal conversations. ‌ Here are some of the action steps I can recommend to start tailoring your marketing process: ‌ 🔍 Would you take a painkiller or a vitamin if you have some pain? Most products are vitamins; if you want to convert them into painkillers, you have to give them more value. Calculators, efficiency cheat sheets, and side projects will show the monetary value of the investment of your solution. Executives love numbers, and they say numbers don't lie 😏 ‌ 🔍 Create a full-funnel approach where you touch all the members of the buying committee you need as part of your sales enablement strategy to appeal to each and one of them. Each of them needs to see a personalized benefit for them and their department. ‌ 🔍 Never forget to nurture and keep in touch with them even if you think the deal has gone colder. Invite them to your events, ask them for opinions, and implement progressive profiling. ‌ #marketing #strategy #sales #projectmanagement #saasmarketing #saas #salescycle