What's Changed? How to Unstick a Stalled Deal Without Being Pushy
A buyer tells you they're slammed with an audit and need to push your decision three weeks. Most reps say "totally get it, no problem, let's circle back in a week." It feels kind. It's also how deals drag.
I tell reps this all the time, especially the nice ones: don't let people off the hook. You can be kind about it and still be direct. When you hand someone empathy and acceptance the second they mention being busy, you've given them a way out of the pain that got them talking to you in the first place.
Ask "what's changed?"
When a deal stalls, go back to what they told you. Something like, "You told me the reason we were talking is you wanted out of the pain you're having around audits. Now that you're in the middle of one, what's changed?"
I love those two words because they don't accuse anybody of anything or make them feel stupid. You're reminding them what they said and giving them room to explain how their priorities moved. People relax and tell you where things actually stand.
It works by email too. "Thanks for the update. You mentioned on the 5th you'd have news in a couple of weeks, and here we are. Has something changed in your procurement process or timeline?" You're holding someone to their word with genuine curiosity, and nobody reads that as pushy.
One phrase I'd cut from your vocabulary is "let's confirm." It drives me crazy on forecast calls. If a deal's been sitting for weeks, call a spade a spade and ask what's going on.
Take the deal off the table
If they still want to push it out, try this: "I've got to be honest. It sounds like you're fine with the way things are working right now. I get that the audit's a lot of work, but we're talking about half an hour for you to make this decision. It sounds like this might not be a real priority for you right now."
Almost every time I've said that, the answer is some version of "no, it's definitely a priority, we need this." And then they start selling themselves on you.
Don't wait for the call you already booked
If a buyer goes quiet after a proposal and you've got a call on the calendar for Thursday, don't wait for Thursday. Time kills deals. Call your day-to-day contact now and say, "I thought this was a top priority for you guys. Has something changed?" Then ask if the owner can join on Thursday, because there's no point meeting if this isn't a real deal.
Check in with your champion before it floats
Most stalls start long before anyone goes quiet. Set a 15-minute check-in with your champion every couple of weeks, even when nothing feels urgent. Deals lag when they float. You're the CEO of your deal, so you set the rhythm.
Happy selling!