How to Close a Mixed-Message Prospect

Have you ever tried to close a difficult prospect?

After studying the behaviours of sales professionals across the globe, what I’ve found is that most will not attempt to close a prospect if they seem difficult.

What defines “difficult”?

Well, there’s the obvious behaviours such as prospects who are rude or those who outright tell you they have no interest in working with you or your company.

But then there are the prospects who are a bit trickier to deal with.

You might recognize them.

Typically, these prospects suggest interest in your product or service. They show up for meetings, ask good questions, and continue to remain engaged in the sales process.

But when you attempt to close them, they have more questions, often layered with doubt, about whether your product or service is a good fit.

In other words, their actions suggest interest, but their language suggests not.

I call these the mixed-message prospect.

If you face a mixed-message prospect, there are some steps you’ll need to take to transition them to a close.

At the point in which you recognize the prospect isn’t going to close, yet is still wanting to continue discussions, respond with the following:?

Step 1: Ask this question: How do you see us moving forward from here?

Step 2: Pause in silence until they respond.

Step 3: Regardless of their response, say “Do you foresee yourself moving forward in the next three months? The reason I ask is that we have limited (capacity/stock/availability), so I want to be sure I hold this for you if you are considering moving forward within that time frame.”

Step 4: Pause in silence until they respond.

Step 5: If they respond with “Yes,” suggest that you draft an agreement or quote and have them review it to hold their place or product.

If they say “No,” suggest you provide a draft agreement that reflects a timeline that matches their needs, and then ask what that timeline is.

The key to this strategy is that it forces your next step, which if you’ve done your discovery well, is to move to a quote or proposal.

Try this approach for your next mixed-message prospect and let me know how it goes!

Best, Shawn

P.S.: On June 10th, 2024, at 12pm ET I’ll be delivering a LIVE webinar via LinkedIn.

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