One of the biggest challenges in sales today is accurately gauging where your deal stands on your prospect’s priority list. According to research from "The Jolt Effect" by Matthew Dixon & Ted McKenna, between 40-60% of all opportunities end up in "No Decision." Ghosted— not necessarily because your solution isn’t right, but because it’s not the right priority at the right time.
This year, in particular, has been rife with competing priorities, leading to numerous stalled deals. I’ve seen this firsthand in my own sales efforts, as well as through the work of many of my clients across industries. To avoid becoming part of that statistic, it’s crucial to understand how your opportunity ranks in terms of urgency. Once you’ve identified the main problem (or opportunity) and confirmed alignment with your prospect, the next step is to dig deeper into the urgency of the need (or want).
One powerful question I’ve started asking toward the end of our qualification meetings has helped me do just that:
Is it THE priority?
Is it A priority?
Is it a FUTURE priority?
Why This Question Works
At first glance, this question might seem simple, but it cuts straight to the core of your buyer’s priorities. Here’s why each response is so telling:
THE Priority
This is the green light every salesperson hopes for. If your deal is THE priority, it’s not just on your buyer’s radar—it’s front and center on their agenda. In this scenario, you can move forward confidently, knowing the deal has momentum. The next steps should focus on incorporating key stakeholders, securing alignment on the problem (or opportunity), and ensuring closed loops.
A Priority
If your deal is A priority, you’re in the mix, but not at the top. There’s interest and alignment, but your solution is competing for attention. This is your cue to tailor your strategy—keep the conversation active, provide value with every touchpoint, and look for ways to elevate your solution on the priority list. The goal here is to emphasize the immediate impact your solution can bring, creating a sense of urgency.
A FUTURE Priority
While hearing that your deal is a FUTURE priority might feel like a setback, it’s valuable information. The buyer is interested but the timing isn’t right. This is where you shift from closing mode to nurturing mode. Focus on staying engaged, sharing relevant insights, and positioning yourself as the go-to partner when the timing aligns. The key is to stay visible without being pushy so that when the priority shifts, you’re the obvious choice.
The Impact
Given that a significant portion of deals end in "No Decision," asking this simple question can help you avoid getting stuck in stalled opportunities. Instead of guessing where you stand, you’ll gain a clear, honest view of your position. This allows you to adjust your approach, save time, and focus on deals that are ready to move forward, while keeping others warm for future action. Additionally, it provides invaluable feedback for refining your strategy and ensuring you’re addressing what matters most to your prospects.
Try It in Your Next Meeting
I encourage you to incorporate this question into your next qualification meeting. It’s a small tweak that can yield significant insights, helping you avoid the dreaded “No Decision” outcome. I’d love to hear how it impacts your conversations.
Nexts Steps
If you or your sales team are struggling to maximize time with your best prospects and clients, I invite you to join my cohort-based course called: "Beyond the Founder Rainmaker - Building Your Outbound Sales Strategy". You'll gain invaluable insights, practical tools, and actionable strategies to unlock the true potential of your business.
Go Deeper
Carver Peterson helps growth-minded leaders and organizations achieve predictable and sustainable revenue growth through a refined strategy, defined process and aligned structure.
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