The Waiting Game in Enterprise Sales

Every so often, I find myself in the "waiting room" at various stages in the sales process. We all know this place, between wanting to "push the process" and "letting things take their course."

In the world of enterprise sales, the waiting game is an all too familiar phenomenon -- those long and often frustrating periods of time that sales professionals spend waiting for prospects to make a decision. These waiting periods can drag on for weeks, months, or even years - for large deals. These times can be a major source of stress and uncertainty, with the gamut of thoughts running wild in our heads.

So why does the waiting game happen in enterprise selling and what can sales professionals do to better manage this reality?  

There are a few factors that play into the waiting game in enterprise sales.  Some of the most common include:

• Complex decision-making processes: In many large enterprises, purchasing decisions are made by committees or multiple stakeholders, each with their own priorities, preferences, and decision-making timelines. This can make it difficult for sales teams to navigate the process and to predict when a decision will be made.

• Budget constraints: Enterprise sales often involve large, complex solutions that require significant investment. As a result, budget constraints can play a major role in the decision-making process. Prospects may need to secure funding, align budgets across departments, or wait for the next fiscal year before making a purchasing decision.

• Risk aversion: Many enterprise decision-makers are risk-averse and may require extensive due diligence and validation before making a purchasing decision. This can slow down the sales process and prolong the waiting game.

• Competition: In highly competitive markets, prospects may be considering multiple vendors and solutions, each with their own strengths and weaknesses. This can lead to prolonged periods of evaluation and comparison, and can extend the waiting game.

While the waiting game can be frustrating, there are several strategies to think about in mitigating the waiting game, including:

• Set clear expectations: From the outset of the sales process, sales professionals should set clear expectations with prospects (in both directions) about the timeline and decision-making process. This can help to manage expectations and reduce uncertainty.

• Stay engaged: Even during periods of waiting, sales professionals can stay engaged with prospects and continue to provide value. This can include sharing relevant content, offering insights and advice, and building relationships with key stakeholders.

• Maintain momentum: Sales professionals should work to maintain momentum throughout the sales process, keeping prospects engaged and moving them closer to a purchasing decision. This can involve setting deadlines, offering incentives, and providing compelling reasons to buy.

• Stay flexible: Finally, sales professionals should remain flexible and adaptable in their approach. They should be prepared to adjust their strategies and tactics based on the needs and preferences of prospects, and should be open to new ideas and approaches.

The waiting game is a common challenge in enterprise sales, but it is manageable.  By setting clear expectations, staying engaged, maintaining momentum, and staying flexible, sales professionals can better stay in control and increase the probabilities of success.