A Non-Icky Way to Drive Urgency in Enterprise Sales: The Power of the Visual Timeline
After spending five years in enterprise sales, I've discovered that driving urgency doesn’t have to be pushy or uncomfortable. Traditional methods like the Mutual Action Plan (MAP) can often come across as intimidating or dull. But there’s a friendlier and more effective approach that puts the buyer at the center of the process: the Visual Timeline.
In this guide, I’ll walk you through what a Visual Timeline is, why it works, when to use it, and how to create one that aligns with your buyer’s goals.
What It Does
A Visual Timeline serves multiple purposes in the sales process, each contributing to a smoother, more buyer-centric journey:
Establishes Intent
One of the biggest challenges in sales is helping buyers clarify their own intentions. They often know they need a solution but might not have a clear path to get there. A Visual Timeline allows them to think through what’s genuinely doable within their time constraints and resource limits. By laying out the steps visually, they can see the process from start to finish, which helps solidify their commitment to the plan.
Gets Folks Talking
Unlike a lengthy MAP that might feel like a daunting task list, a Visual Timeline encourages dialogue. By presenting a simplified view of key milestones, you invite the buyer to weigh in on what’s realistic and where adjustments might be needed. This collaborative approach helps build trust and makes the buyer feel like an active participant in the process, rather than just being “sold to.”
Clarity for All
Sales processes can quickly become complex, with multiple stakeholders, shifting priorities, and changing timelines. A Visual Timeline cuts through the noise, ensuring everyone is on the same page. It’s a single source of truth that’s easy to refer back to, making it simpler to track progress and keep the deal moving forward.
Why It Works
The effectiveness of a Visual Timeline isn’t just a matter of preference—it’s backed by cognitive science and buyer behavior:
"Buyers Buy Backwards"
The concept of “buying backwards” refers to the idea that buyers often start with the end in mind. They visualize the outcome they want and then work their way backward to figure out the steps needed to achieve it. A Visual Timeline taps into this natural thought process by helping buyers map out those steps in a clear and structured way.
65% of People Are Visual Learners
Most people process information better when it’s presented visually. A Visual Timeline leverages this by turning abstract concepts and dates into concrete, easy-to-understand visuals. This makes it easier for buyers to grasp the timeline and engage with the process.
Brains Process Images 60,000 Times Faster Than Text
According to research from 3M, the human brain processes images significantly faster than text. This means that a Visual Timeline can convey a lot of information quickly and efficiently, helping to streamline decision-making and keep momentum going in the sales process.
When to Use a Visual Timeline
Timing is key when introducing a Visual Timeline into your sales process. Here’s when it’s most effective:
After the Prospect Asks for Quotes
Once a prospect is serious enough to request a quote, they’re likely ready to start thinking about the implementation process. A Visual Timeline helps set expectations and align both parties on the steps needed to reach their desired outcome.
Any Meeting Regarding Quotes or Pricing
Whenever the conversation turns to quotes or pricing, it’s an opportunity to introduce a Visual Timeline. It helps anchor the discussion around what needs to happen to make the deal a success, rather than just focusing on numbers.
Every Time a Milestone Date Shifts
Sales processes are rarely static—milestones can and do shift. Whenever a date changes, update the Visual Timeline and review it with your buyer. This keeps the process transparent and ensures that everyone is aware of the impact of these changes.
How to Create and Use a Visual Timeline
Now that you understand the value of a Visual Timeline, here’s how to create one that resonates with your buyers:
Use a Free Template
There’s no need to reinvent the wheel. Plenty of free templates are available online that you can customize to fit your needs. The key is to keep it simple and clear—overcomplicating the timeline defeats the purpose.
Show No More Than 5 Events
Less is more when it comes to a Visual Timeline. Highlighting five key events keeps the timeline manageable and easy to follow. This simplicity also makes the process seem more achievable, which can help reduce any anxiety the buyer might have about moving forward.
Break Down Large MAPs into Bite-Sized Pieces
If you’re working with a traditional MAP that includes 20 or more steps, break it down into smaller sections that can be visualized in the timeline. This approach makes the process less intimidating and allows you to tackle it incrementally.
Use Collaborative Language
When introducing the Visual Timeline, use language that invites collaboration. For example, you might say: “Since you want to make a splash in H1, I put together this timeline to get us there. Where do we need to adjust?” This approach not only shows that you’re aligned with their goals but also encourages them to take ownership of the process.
Helping People Buy, Not Just Selling to Them
At its core, a Visual Timeline is about shifting your mindset from “selling” to “helping people buy.” By providing a clear, visual path to their goals, you’re making the buying process easier and more aligned with their needs. This buyer-centric approach fosters trust, reduces friction, and ultimately leads to more successful outcomes for both you and your customers.
To help you get started, here are three free resources that can aid in creating your own Visual Timeline:
- Template: [Link to Free Timeline Template]
- A customizable template that you can tailor to your sales process.
- Guide: [Link to Visual Communication Best Practices]
- Learn more about how to effectively communicate with visuals.
- Tool: [Link to Visual Planning Software]
- Software that can help you create and share your Visual Timelines with ease.
Incorporating a Visual Timeline into your sales strategy is a powerful way to drive urgency without feeling pushy or salesy. It’s about meeting your buyers where they are, understanding their needs, and guiding them to a successful outcome—one step at a time.
