What exactly is “Pipeline Inertia” and how do you get rid of it?

B2B commerce is undergoing constant change. Because of the pandemic, we have all had to look at (and even break down) our processes and use new tools and sales strategies. When working with your clients, you may have encountered “pipeline inertia,” though. If you want to succeed in this historic time, not just survive it,

Simply put, corporations are more cautious with their money than ever. In August, Marketing Week and Econsultancy performed research that revealed that 85% of B2B organisations were delaying spending approval. Nearly 70% of businesses are postponing payments, and many increasingly want board approval or even the CFO’s approval before making even small purchases.

How does that affect you? Even if everything appears to be going well and your prospects appear promising, you are not making the necessary sales. Even though the agreements seemed promising, they are getting stuck in the process and coming to a standstill. This is what we mean by “pipeline inertia.”

This is a brand-new issue that necessitates creative thinking. What actions can you take to combat pipeline inertia?

Show your clients you can help them get their vital jobs done

Break up your proposal into smaller ideas and think of it more as a list of small “jobs” that they need help with. You must demonstrate to them that you are there to simplify their lives. To do this, make sure they have the tools and services they need to do their important work.

Consider each of their processes and pain areas carefully. How can you deconstruct them all to produce services that target each one? Demonstrate your capacity to make their lives simpler.

Select your targets more carefully

You might have already chosen your B2B clients depending on their industry and size of their business. But now we have access to a much wider range of data points, such as information about tech stacks and intentions, which can help us better understand our target customers. Making this data usable can help you overcome pipeline inertia and close more business. Make good use of the data and carefully choose your targets. 

Stress your proven methods

We frequently overlook the value of emphasising our tried-and-true techniques to prospective clients. Customers want proof that your novel solutions are effective and that your business case is solid. If they can see that it will benefit their bottom line, they will be far more likely to part with their funds.

Make pitches with your sales staff that show how your solutions work with specific examples. Clients should be shown rather than just told via case studies, reviews, and concrete information.

It’s time to speed up Pipeline Inertia

If you want to be successful and close sales during this difficult time and in the future, you need to look at your pipeline and get rid of any blocks.