How do I get the “deferrers” over the line?

Dear Aunty B,

Love your stuff and hoping you can help. Since August my sales team has found it tough going. As one of them says: “It’s like hens scratching around a chook yard in a drought.” The biggest problem is not that people are saying no, it’s that they are deferring decisions. What will get them over the line?




Dear LF,

There is no magic, secret or quick way to get potential clients who are deferring decisions over the line. But there is an answer: customer relationships.

If you truly understand what your potential client wants because you have listened and responded, if you are offering great value that is measureable, transparent and with a proven return on investment, if you can make your customer look great in his or her boss’s eyes, and in your customer’s customer eyes – then you will get the deal. But this is a time for persistence and resilience.

Tell your sales team to make sure they research the business of their customers and their customer’s customers. Get them to spend time on your customers’ big picture, on problem solving and on communication. Make sure that the big talking, lunching sales people are coached so they know the times have changed and a more thoughtful, problem-solving approach is called for.

Good luck,

Your Aunty B


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