Salespeak
Cut Bait?
- 10 January 2011
There isn't a day that goes by in my training or coaching sessions that a participant in one of my programs doesn't ask, "When do I cut bait and go away?"
I'm not sure if ALL sales consultants get this question or if it's mainly me. You see, I don't believe in giving up. Throwing in the towel, just because someone says "not now" or "we don't have the money", or "we've taken another direction" is no reason to pack up the ole' fishing gear and go get a beer. (The beer is OK, giving up, isn't.)
If you are a sales professional, you've experienced many different techniques for handling objections. But what if you have CALLED the customer numerous times, EMAILED until your fingers are raw, and stopped in so often that you are on a first name basis with the cleaning crew at the customer's office? Truth is, if you are giving up too fast, you will never, and I mean NEVER, get the business.
Why do so many sales people think that the customer is sitting around waiting for a call just so they can turn on the mute and disconnect the phone? Trust me, they aren't. In fact, I would venture to guess that 99% of your customers rarely ever give us, the salespeople, a second thought. UNTIL they are at the 7th hour of HAVING to make a decision to buy software. That's right. Customers procrastinate. And they are really, really good at that.
Part of the reason they avoid us is that they don't want to feel pressured to make a decision before it is "time". In many instances, it's the most persistent, THERE sales rep who actually ends up closing the deal. Not necessarily the salesperson with the best product, superior service, or even the lowest price. It's showing up to the party with a party hat on and a bottle of wine that makes a difference. (Oh, yeah, and a smile concealing the fact that much rejection has been inflicted in the past.)
The trouble is, most sales reps simply give up too fast. A few calls are made, an email or two goes out, and even an objection is heard. "Oh well, guess I'll move on..." is the mantra of many salespeople. The bad ones.
Let's take a look at WHY customers fail to even return your calls. Then, we'll take a look at some ideas to mitigate the situation so you can close more.
Customers don't return messages because...
1. They aren't in the "buying" mood
2. Their bosses are on their backs with a different priority
3. They are disorganized
4. The budget time frame is off
5. MOST IMPORTANT: They are afraid of making a mistake and so it's easier NOT to take action than to risk ridicule, embarrassment, a reprimand, or even a pink slip. (OUCH.)
You know, we can't control how the customers feel anymore than we can control when Apple is rolling out their new biggest invention. Therefore, it's critically important to understand that when customers don't return messages, it's not because they don't like us (at least, most of the time!) Therefore, it's not the time to take the temporary rejection personally.
Now, what CAN you do to keep the customers returning calls and engaged in the process? Read on.
1. Make it easy to get in touch with you. Avoid explaining your entire schedule leaving the responsibility for the customer to figure out what time zone you are in and when you are available on which phone. For example, customers don't want to hear: "I'm in my office from 9-11 and then back around 3:00." Who cares? Just leave the best number to reach you and deal with the call when you can.
2. Give the customer something to think about. Perhaps you have read an article about a trend in their industry, an initiative their company is implementing, some news about one of their key executives that may affect your services, or a conference idea to get their attention.
3. Partner-up. Explain how your new X can make their life better at work. Keep it short, whether in email, voice mail, or a conversation.
4. End your emails with a question which prompts a response. This works.
5. Don't box the customer in like it's 1976. Avoid asking, "Is Tuesday at 2:00 better or Thursday at 4:00." Neither one of those times probably works. Ask the client.
6. Avoid the "coupla week disease". This implies that anything that is going to happen occurs in two weeks. So what? Why is that time frame so special. It's not.
7. Keep your voice mails at 13 seconds or less. If you talk too long, you are liable to end up in the delete box. Less is more. (Notice I said shorter, NOT faster.)
8. Have a system for follow up. If you have called the client 6 times and emailed a few times, when should you follow through? Shake up the times and methods a bit, but don't forget that prospect who will eventually need software.
Remember, if you are going fishing, you're going to have to sit in the boat for a while and bait your hook well. If you are going to cut bait, you may as well stay on the dock and let the other fishermen catch the goods.
(c)Renee Walkup, All Rights Reserved, www.salespeak.com, This e-mail address is being protected from spambots. You need JavaScript enabled to view it. for more information about SalesPEAK's programs, coaching, CD's, and books.
Renée Walkup is a best selling sales author, speaker, and consultant. She heads up SalesPEAK, Inc., which she founded in 1996 after corporate life. Contact Renée at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or: 678 587-9911.