Engaging Difficult Prospects

We've all been there! Trying to get a noteworthy prospect to return our calls and take our value added proposal, product, or service seriously. No matter how many times it happens, it's never easy getting used to the fact that some folks simply will not return our calls or take the next step in the sales process!

The most productive salespersons are professionally persistent and stay focused on the target at all times. Patience, follow-up, and consistency pay off in the long haul provided you're willing to go the course. There are so many different ways to get a prospect to return your calls that it could fill a dozen books. Here are just a few simple techniques that may be utilized to further promote the chances that your prospect will be dialing your number and/or taking the next step towards in a signed engagement.

1. When discussing the next step in the sales cycle with your prospect, set a mutually agreeable objective that both of you will meet next time you talk. Basically, after confirming WHEN to call back, set an objective for the next call. (For example, "John, I am really excited about sending you my proposal. When can I expect you to have reviewed it? Great, what's the best day/time to talk after it's reviewed? Sounds perfect! I'll follow up at 3:00 pm in the afternoon on the 14th of November and we'll take the next step." This basically guides the prospect into a mindset of accountability, and makes perfectly clear what specific task(s) is expected to be accomplished. It also shows you are on your game as well.

2. If you plan on calling, send a 'courtesy' e-mail 2-4 days prior to the pre-planned date, reminding them you will call and discuss the aforementioned objective(s). We all get so swamped and forget about our tasks...be a polite reminder. The prospect will appreciate you for it.

3. Get creative! Send a postcard, greeting card, or a small gift. Perhaps you can even fax them an article relevant to a current business challenge they are experiencing. If the prospect has already demonstrated buying signals and is really interested in your product or service, go the extra mile in showing your value and uniqueness. Fax a recent testimonial from a similar company. Dare to be different! I bet they return the call.

4. Establish what fighter pilots call, a "Go, No-Go" criteria. This is a date or some other pre-determined condition where you will "abort the mission." It's hard not to keep calling, but we all need to put our energy into actions that will get us business and not waste time. Prior to aborting, send an e-mail AND leave a voice mail and simply state that "you have assumed that because they have not returned your calls, that they are not interested in moving forward with the proposal/business, etc." Let them know that you will not call again. Then state, "if my assumption is wrong then please call me at XXX and we'll make it happen...thank you."

Regardless, I would still call again in 4-6 months to touch base. You never know if they may now need your services. The environment of the organization in which your prospect is working may have changed.

These are just a few techniques that can promote trust and make it easier for your prospects to call back and move forward with an engagement. No formula is perfect and 100% accurate. You must individually assess each personal contact and the overall environment of the organization you are prospecting with extreme discipline and attention to detail. Never assume that what worked for one prospect will work for another. Remember, your competition is often just a mouse click away. Don't give them a chance to take away your business!

Proud to be your Wingman!