Gartner Research

Tech Go-to-Market: The Silent Sales Curse — Why Buyers Go Quiet and What You Can Do About It

Published: 29 March 2018

ID: G00343416

Analyst(s): Michele Buckley

Summary

Sometimes an opportunity is progressing well, when suddenly, the prospect won't respond to emails or phone calls. Did your reps do something wrong? This research explains why buyers go silent in a sales cycle and how technology business unit leaders can help sales manage this situation.

Table Of Contents

Analysis

  • The "Silent Treatment" Is Real and Significant
    • Top Reasons Why Buyers Go Quiet
    • Did Our Salespeople Do Something Wrong?
  • Competencies That Help Sales Understand a Buyer's Needs
  • Situational Awareness
  • Continuous Qualification
  • Short-Term Actions You Can Take in the Sound of Silence
    • Option 1 — Attempt to Learn the Truth
    • Option 2 — Wait and Hope
    • Option 3 — Attempt a Last-Ditch High-Value Offer
    • Option 4 — Disengage and Move On
    • Option 5 — Seek Customer Feedback via Win/Loss Research and Analysis
  • Summary

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