THE WAITING

I don’t think we talk enough about the waiting.

The part when prospects aren’t ready to switch yet.

The problem isn’t intense or frequent enough.

They’re comfortable with the current way.

So to the salespeople in the waiting, don’t be disheartened.

You’ve done the hard part.
Now, be patient.

One day, the current way won't cut it. They'll be ready to change.

In the meantime, stay top of mind.

Share information that makes prospects smarter about topics they care about. This book is an example.

Time doesn’t kill deals, it ripens them.

Last week, I won a deal that had been in the waiting for 17 months.

Selling is an exercise in patience.

Fruit doesn’t grow faster because it’s the end of the quarter.