5 Ways to Handle the Prospect That Won't Respond
Mark Hunter
Sales kickoff speaker helping you turn prospects into profits, it all starts with prospecting with integrity.
You have a prospect who you know would benefit from working with you, but they simply will not respond to you.
Question arises in your mind, “Should I continue trying to connect with them or should I instead simply move on?”
This question comes up a lot when I’m working with sales teams. There is no perfect solution, as each situation is different, but here are the 5 options I share with salespeople when asked:
- Stop Trying to Sell and Start Trying to Help
Look at how you’re communicating. Are your messages about selling? People don’t want to be sold.
Your first job is to get the prospect to see you as somebody they can trust. Focus on providing the prospect with information they can use and will see helpful.
One way to do this is by sharing with them insights that come from sources outside of your own company. By sharing with them insights from other sources, you’ll be seen in a different light than other salespeople.
- Use Multiple Methods to Reach Them
Not everyone uses the same communication techniques you use. Just because you like email, doesn’t mean the prospect does.
Change up your methods by using the telephone, email, in-person, and even regular mail. Do not, however, fall into the bad habit of sending the same information via multiple means.
Each prospecting message must contain different information.
- Connect with Others who the Prospect Would Respond To
If you can’t connect with the prospect, find somebody else who can. This is especially critical if you’re dealing with senior level people. They only want to connect with other senior level people.
Develop a prospecting process that allows you to connect with other people who the prospect respects or will listen to.
A great way to reach a CEO is by connecting with another CEO the prospect knows or with other people who report to the CEO.
- Use the Hot/Cold Approach
Don’t be shy about using this approach. There are times when the best approach can be reaching out frequently. This may mean 6 or 8 times in a single month.
If you’re not successful, you step away for 90 days and then repeat the process. Some people simply will not respond until they’re hit enough times.
What makes this approach work is you don’t keep going forever. Rather you step away for 90 days or more before repeating.
- Walk Away
Some prospects are simply not worth the effort. If the prospect you know you could help would in the end simply not generate enough business to make your time worthwhile, then it’s time to move on.
Nothing will cost you more money than having your time being used up by prospects who simply will not engage with you now or ever.
Copyright 2015, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Selling: Win the Sale Without Compromising on Price. Visit his website: www.TheSalesHunter.com
Responsable Marketing et Communication bilingue anglais
9 年I would personally not use the "hot/cold" approach. Credit can be gained with finding right pace, approach, canals on a sustainable-based relationship. The appropriate momentum ought to be given more relevance, even though finding the prospect biological rhythm is not an easy task to complete. I have positively experienced, it pays off if handled with genuine empathy.
San Jacinto College Office of Grants Management
9 年I would never "walk away" from any account. While the prospect may not be a priority - they need me just as badly as I need them. When you "walk away" from any account - no matter the difficulty - you are essentially - giving up on yourself. Anything is possible. Again - I would change "Walk Away" to "Change Priority". I would leave my card - offer lunch - that takes 10 minutes out of a week...and if it's an account I'm targeting...I'm going to get it. Period. It begins with the philosophical position with the role of sales....do you need their business or do they need your service? The need is there....which will it be?
Audi Brand Specialist | Customer-Centric Sales Professional | Leadership | Sales | Management | Marketing | Customer Satisfaction | Net Profit Growth | Process Driven | Team Player
9 年I particularly like "Use Multiple Methods to Reach Them". Although email is a great tool, it’s a poor relationship builder when used all by itself. Incorporating and combining phone, email, text, and postal service in your outreach and follow up increases your presence and separates you from the masses.
Director of Strategic Accounts at Codility
9 年Thanks Mark, some solid advice here. I'd recommend holding back with some of your hooks in the initial email and using them to add value to your follow up emails. It also helps if you have a marketing team with their own industry content that you can share with your prospects.