How does a prospect brush aside sales pressure to become a customer?

As a prospect sees it, selling is pressure.  Pressure applied by the CEO doing the selling.  Pressure to change and do something new.  Then discard how the job is handled, unlocking the risks tied to change—all without the certainty of success. A failed change has terrible ramifications. 

Sit in the prospect's chair to appreciate how your sales pitch pressures.  How the work gets completed now is not the most effective, but the result is mostly OK.  Unlike the outdated method used, the valuable improvements proposed by startups introduce serious risks before reaching goals.  As new companies, startups are long shots with uneven success. 

So why would a reasonable person take this chance?

The prospect becomes a catalyst of change by hearing what makes sense based on their feelings and experience.  Then, they transform into a believer in the CEO and the new idea.  Finally, their faith is strong enough to exchange fear of failure for the possibility of a better future.

This prospect becomes a customer when optimism for a better future takes hold.  And you, the CEO, are the method of change to reach this place — a realization igniting motivation and driving decisions, causing their first steps towards beneficial goals.

Are you pondering the thinking behind this post?  Engage with your point of view at converse@marketenabledsales.com