Dealing with prospects who don't operate with urgency

Some customers live with a problem for so long, they forget it’s a problem. You bring them the perfect solution and they shrug.

Welcome to the challenge of selling to buyers with what I call “chronic back pain.” Imagine with me...

You live with chronic pain (those who do, like my mother, have all my empathy. I truly am sorry!). I come to you and have solution...but it will cost you $5K to remedy. "You know Matt, not that bad. If I lay down it will go away after awhile. I'll hold off" Silence. Crickets. Until it flares up. "Matt, I need what you have!" I show up, only to hear "Ah, you know...not that bad right now."

You may have prospects like that:

‼️They know the issue exists.

‼️They know it’s costing them money.

‼️But it’s not urgent...until it flares up.

So how do you create urgency before the fire drill?

Here are 3 moves I coach AEs to make when "chronic back pain" stalls the deal:

💰 Quantify the Cost of Inaction

Don't just show ROI. Show what they’re leaving on the table. Bring data that frames their inaction as the risky move.

⛸️ Introduce a Low-Friction First Step

Instead of asking for a full rollout, offer a small-scope entry point. Let them experience value without disrupting their world.

📖 Tell a Compelling Internal Story

Give your Champion (yes, MEDDPICC is still of value) the narrative they need to win buy-in. “Here’s how companies like yours save $X by solving this today, not next quarter.”

Selling “chronic back pain” is different than selling emergencies.

It takes empathy, evidence, and a playbook built for patience.