I met with a company in the software space recently. They are what you would call a high velocity business, focusing on a transactional business model for sales. They used a phrase that resonated with me:

“You don’t step in front of a speeding train.”

If your customer knows what they want, and is ready to buy, let them. Don’t insist on going through your sales process in the hope that you might be able to increase the initial deal size, because you run the risk of slowing down the deal or halting it altogether. Maybe they want do business with you without dealing with a salesperson.

This strategy of using your sticky product as the tip of the spear allows you to go back subsequently and sell more stuff to them. You land with a small sale and then you expand the business.

Of course, this works very well in businesses that have a strong compelling event, a market-leading product that can be bought ‘no touch’, and great marketing. Customers can find what they want and self-purchase. It’s not so easy for companies who are selling services, or products that are less transactional and more complex in their nature.

If you are blessed this way, though, it’s case of both caveat emptor and emat emptor. Let the Buyer Beware, and Let the Buyer Buy.

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