Have you noticed that your people get excited when a big opportunity shows up? Do you notice passion in your people as they are engaging prospects? Have you seen a salesperson modify a price, scope, or what they would normally do because they really want the deal?
If yes, then you are likely not closing the business that you should.
I would wager that:
Buying is an emotional process. Every decision that you have ever made in your life, you made based on emotions and then later justified the decision. When your people are selling and become emotionally involved in the sales process, they interfere with the buyer’s ability to become emotional.
Imagine if a sales person said to you:
Is that really what you want to communicate to the prospect? How about these instead?
Don’t those things sound more like a secure and confident salesperson who has other people’s interests instead of their own? That is someone most of us would like to buy from.
The problem is that your people cannot even come close to saying these things if they “want or need” the business. If you put pressure on them, if they need the money to survive, if they are short of quota, etc., your environment might be adding fuel to the fire.
To execute sales tactics properly, you cannot be worried about losing the business. It might make sense to examine how your people are selling to figure out if emotional involvement is holding them back.