How to Tell the Difference Between Enthusiasm and Commitment.
A deal feels good - the buyer is engaged, they say the right things, calls end on a high - but it is not moving. You are getting positive signals without forward motion.
The JOLT research found that a large share of qualified deals are lost not to a competitor but to the buyer simply not deciding. The buyer is not lying when they say they like it - they do like it. But liking something and being willing to own the risk of choosing it are two different things. Enthusiasm is easy; commitment costs the buyer something. Until you can tell the difference, you are flying blind on your own pipeline.
Where it goes wrong
You forecast the deal, your manager forecasts the deal, and then it goes quiet. The buyer stops returning calls. When you finally reach them they say 'we decided to hold off for now.' You had happy ears the whole time and never saw it coming.
What you'll be able to do
After this lesson you can read the gap between what a buyer says and what they are willing to do, ask questions that surface real hesitation, and use negative reverse selling to test whether the deal is real.
How to do it
Ask for a small, specific commitment at the end
Ask for a small, specific commitment at the end of every call - not a vague 'let's talk next week' but something that costs the buyer effort. 'Can you get your CFO on a thirty-minute call with us next Thursday?' A buyer who will not do that is not as committed as they sound.
Use a readiness scale to get a number
Use a readiness scale to get a number. 'On a scale of one to ten, where ten is ready to move and one is not close, where are you right now?' Then ask: 'What would it take to get from a seven to a nine?' The gap between their number and ten is your real work.
Try negative reverse selling when a deal feels suspiciously
Try negative reverse selling when a deal feels suspiciously smooth. 'It may be that the timing just is not right for this, and that is completely fine - is that where you are?' A buyer who is genuinely committed will push back. A buyer who was being polite will often quietly agree.
Watch what they do, not what they say
Watch what they do, not what they say. Did they send the calendar invite? Did they loop in the person they said they would? Actions are harder to fake than words.
See the difference
Buyer: 'This looks really promising, I think we are very interested.' Rep: 'Brilliant, I will send over the proposal and we can go from there.' - The rep has a warm feeling and no commitment. The deal sits for three weeks.
Buyer: 'This looks really promising, I think we are very interested.' Rep: 'I am glad it is landing well. To make sure I am reading this right - on a scale of one to ten, where are you on actually moving forward?' Buyer: 'Probably a seven.' Rep: 'What is sitting in the gap between seven and ten?' Buyer: 'Honestly, I am a bit nervous about getting my CFO on board.' Rep: 'That is worth talking about. What would she need to see to feel comfortable?'
After this lesson you can read the gap between what a buyer says and what they are willing to do, ask questions that surface real hesitation, and use negative r
How you'll know it's working
You have got it when you stop logging deals as 'interested' and start logging them by the last concrete commitment the buyer made and whether they followed through.
Questions people ask
How do you tell the difference between enthusiasm and commitment?
The JOLT research found that a large share of qualified deals are lost not to a competitor but to the buyer simply not deciding. The buyer is not lying when they say they like it - they do like it. After this lesson you can read the gap between what a buyer says and what they are willing to do, ask questions that surface real hesitation, and use negative reverse selling to te
What is the most common mistake to avoid?
You forecast the deal, your manager forecasts the deal, and then it goes quiet. The buyer stops returning calls.
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