The easiest way to overcome it is to reframe the problem.
Instead of asking "how do I go from yes to paid invoices", ask yourself "how do I change the default outcome from they don't buy my product to they buy my product".
This involves setting up a shared success plan with the customer.
Thanks, this is interesting (although Mark was pushing his startup a bit too hard), making a plan for them sounds like a good idea, I'm actually already doing that, I'll start calling it shared success plan.
My problem is that my customers don't know themselves what the process for buying is (oh yeah it's probably over our budget so we have to talk to someone from procurement... last time we talked to Joe but that was 3 years ago and he doesn't work here anymore, I'll have to check with the procurement head). They just don't buy SaaS very often. So, I have to tell them you'll probably need this review and that agreement.
The easiest way to overcome it is to reframe the problem.
Instead of asking "how do I go from yes to paid invoices", ask yourself "how do I change the default outcome from they don't buy my product to they buy my product".
This involves setting up a shared success plan with the customer.
Mark Fershteyn talks about how to do this in depth on a podcast episode we recorded last year: https://anchor.fm/sales-for-founders/episodes/How-to-close-y...