How
to minimize maybes
by Art Sobczak
Sales reps often are
bothered by no’s. What is more gut-wrenching is a maybe. Or worse
yet, a follow-up file packed with maybes.
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 make any more
calls?”
Yes, maybes can be
devastating. You can lessen the number of wishy-washy responses by
seeking movement on every call you place.
By movement, I mean the
prospect/customer doing something as a result of your conversation
that places them closer to the ultimate objective of buying from you.
If they aren’t doing anything, or aren’t willing to, your momentum
has stalled (if it was there to begin with), and you’re wasting
precious time pursuing this person.
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.
2) Clear out the
existing “slugs”
These are the people 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 few years about how we can help you decrease
your MRO 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 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? “Lemme
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.
