"Plurality must never be posited without necessity."
– William of Occam, a long time ago

This week I heard a question that set off a "click, whir" response in my brain. You know those responses, the ones that are deep in our subconscious, that pop out just when you need them. This "click, whir" is what I call the "all things being equal" response.
The question is, what do I say/do when a forecast deal is near the end, and they bring in a competitor who is touting a new feature I haven't heard of, but sounds great? The prospect wants to stop our process and investigate the competitor further. I really need this deal. What would you do?
It's a good question. It's not an uncommon scenario, especially in long, complex sales cycles. Multiple buyers/influencers are involved, and the closer you are to a deal being signed, the faster the molecules seem to vibrate, attracting new players to the field. No one wants to make a wrong decision.
My reflexive response, the one that popped out of my head, is to validate the prospect/my champion's idea. I say something like, "this new feature sounds good. Based on everything I know about what you're trying to do, all things being equal, it would be a mistake not to consider it." As I say this I see the questioner wrinkle their nose up, not understanding where I'm going.
After letting agreement hang in the air a minute, I follow up with, "the only way this doesn't make sense, the only way you get burned, is if things aren't equal. This new feature may get you closer to your goal than what we're proposing, in which case you'd be an idiot for not going with them. However, if it doesn't, you're at risk of having to fix it, or start over." After hearing this, the questioner relaxes a little because they can see where I'm going.
I let the idea work through my champion's head, then offer a solution. "At this point, I think I know as much about the problem as anyone. I'm happy to run through an evaluation of their solution and give you my team's insider information and questions to ask. If things are equal, and their new feature is better for you than what we've proposed, I'll be the first to push you their direction. On the other hand, if there are concerns, I'll point them out so you can make the right decision. Does that sound fair?"
This works if two things are true:
- The seller has spent enough time in opportunity development to understand the problem/goal as much or more than any player involved.
- The seller is willing to walk away if the competitor's solution is better suited to helping the client. If the seller is making a No answer as valid as a Yes answer.
That last point is the hardest one. If the only answer we'll accept is Yes, the client is going to detect it. If we're willing to step back and let what's best for the client be our guide, we have a shot.
If you're confident you want what's best for the client, not just what's best for you/your quota, try "all things being equal." It's good stuff.
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