Why? One large contributing factor is that many prospects fail to consider their unconsidered needs. They end up creating an RFP based on what they know internally. The “commoditized conversation” is forced by the RFP process - see the below graph from Corporate Visions.
Caveat: In mature spaces or non-mission critical spaces where the solutions are more established that customer-with-the-blinders model can work as the amount of info is greater. If the solution you're looking for is in an innovative space or is tied to your company's competitive differentiation, a more collaborative process should be followed.
The prospects think they know how to buy complex solutions to solve their complex business problems through internet research. Then they create an RFP with their Decision criteria documented based on what they learned. What they don’t have visibility to are real Metric proof point stories that a sales rep can provide to show their prospect what other (non-competitive) customers have done to achieve business outcomes through unconsidered needs. A good enterprise rep can paint the vision and then dig deep into the prospect’s current status quo to connect the dots for the prospect on an adoption path to positive business outcomes above and beyond what they thought were possible. If your reps can’t do this, see our previous blog on no more hosting.
If you want to know more about how we help sales teams with the “RFP trap” , contact us. We assisted one of our clients with painting a clear vision in combination with Metric proof points and MEDDIC qualification. Their big deal revenue (A big deal = over 2.5 million) went from 3 million to 50 million in one year.