197: Dealing With The Deal Sugar Hit

<p>I love dark chocolate.  One of the downsides of my chocolate proclivity is that the lift from the sugar is followed by a deep drop in energy. One answer would be to keep eating chocolate all day, so that there is no drop, but the dropping dead of a heart attack opportunity probably makes that an unwise choice.  Sales is similar.  We totally rev the buyer up.  We skilfully word picture them into a sugary world of good fortune about to arrive and then we depart.  We take off with the sales order joyously grasped in our sweaty palm.  Did we allow for the depression that follows the deal sugar hit?</p> <p>It doesn’t matter if we are dealing with an individual buyer of a high ticket item or a corporate functionary, the same sugar hit can apply.  We have taken them along the railway lines of building trust, determining needs through questioning, matching our solution, handling any pushback or hesitation and gaining agreement.  All good textbook stuff and we now switch to fulfillment mode.  We get on to the logistics, as this often requires the assistance of other departments.  We are deep, deep in the detail and busily arranging for things to happen for the buyer.  We have their best interests at heart, but we have completely taken our eye off the sugar hit. </p> <p>What happens to the buyer after the sugar hit evaporates?  What are they thinking?  What things might be worrying them about this big commitment they have made for themselves or on behalf of the firm?  Have we factored this in at all?  We have severely raised their hopes, but we have left them in a state of “ungratified stasis”.</p> <p>In B2B sales, we can easily forget we are dealing with human beings, racked with worries and fears.  Japan is a country of “no mistakes allowed” and so people are scared to make a commitment, take responsibility or be accountable.  They need strong reassurance they have made the right decision, that they won’t get into trouble, that everything will be fine and not to worry.  Ah, but we don’t do it though.  We just glide of