Sales reps often are
bothered by "no's". But, I believe
what is more gut-wrenching and esteem-numbing is a "maybe. Or worse yet, a follow-up
file packed with maybe’s. When you stare at a stack of callbacks
with a never ending litany of "Still considering. CB in 6 wks," in the notes,
the monsters of call reluctance and self-doubt perch on your shoulder and whisper in your
ear, "Why should you make any more calls? Maybe you should have taken that delivery
job at Dominos." Yes, maybe’s can be devastating. To
minimize their occurrence, you can lessen the number of wishy-washy responses you hear by
seeking movement on every call you place or receive. Movement, defined by the prospect/customer doing something as a result of your conversation that places them closer to the ultimate objective of buying from you. In my
seminars we call it taking ACTION. If they aren't doing anything, or aren't willing to,
your momentum has stalled (if it was even there to begin with), and you're wasting your
precious time by pursuing this person. Let's look at ways to get more movement. 1. DEVELOP A DECISION=SUCCESS MENTALITY Equate getting a decision--yes or
no--with progress. I've always said
that if I'm ultimately going to get a no, I want it today ... not six weeks, six months,
or six years from now. Why waste time where the fish aren't biting? Move on to the
prolific areas. Not to suggest that you should blaze through leads like Liz Taylor goes
through husbands without regard for the quality of your calls. Striving for action ensures
the quality is there. 2. CLEAR OUT YOUR EXISTING "SLUGS" These are the people contributing to your
gray hair, loss of hair, or harriedness. The ones who tease you with their feigned
interest. Call them all with one objective in mind: get a decision, yes or no. "Pat, we've talked quite often over
the past nine years about how we can help you decrease your materials expense. I'm wondering what the probability is that
we can get you started within the next two weeks." If their answer is a definitive no, find
out why, and address it if you can. If not, which is more likely, since they probably
weren't a real prospect to begin with, congratulate yourself on a successful call, and
move on. 3. IF YOU'RE SCHEDULING A CALL BACK, KNOW WHY What have they committed to DO as a
result of this call? "Lemmee
consider it," doesn't cut it. What will they consider, using what criteria, and what
will happen next and when? After all, if they're not doing something between now and the
next contact, why would you want to call them back? 4. ASK FOR MORE DECISIONS A major cause of "maybe’s"
is the absence of an explicit request for a decision, or commitment to do something. If
you're shy about this, deal with it. The lesson here is simple, move them
forward or move them out. You'll save time, and get more sales. |
