Why Good Prospects Don't Return Your Phone Call

[Lindy Asimus]

Here's a topic that I know I face from time to time, and I suspect everyone in business has. This might give you a better way of viewing this kind of thing.

"There are some people who leave impressions not so lasting as the imprint of an oar upon the water."

- Kate Chopin

Why Good Prospects Don't Return Your Phone Call

By Bob Bly

It happens to everyone in the service industry, all the time.

You get a phone call from a great prospect.

He's a perfect fit for your service - and he seems ready to buy.

So you send him the information he requested.

And then you hear nothing more from him - despite your repeated attempts to get him on the phone.

"What happened?" you ask yourself, agonizing over this seemingly lost opportunity. "What did I do wrong?"

Relax. You didn't do anything wrong.

"I don't understand," you think. "He seemed so eager and interested when he first called. Did something happen?"

Yes, something happened. And here, more likely than not, is what that something is...

The day he called to inquire about your service, he had a pressing problem that he wanted to solve fast. But priorities can change in a week, overnight, even in a minute. And suddenly, the problem he called you about is at the bottom of his priority list instead of the top.

However, you don't know this. And so getting the prospect on the phone is still at the top of your priority list. And that's where the disconnect is: Closing the deal is now much more important to you than it is to him.

Can you change that?

Some sales trainers would say yes, and give you a bunch of techniques for making the prospect's need more urgent. But those techniques are largely useless. Prospects move according to their timetable, not yours - and there is nothing you can do to change it.

So how do you save the sale?

Remember, the prospect still has the problem he called you about. And he still needs a solution.

Your challenge is to gain "top of mind" awareness - to implant your service in his mind and link it to the nature of the problems you solve. Then, when the problem pops up and becomes a priority again in a week or a month or a year from now - and it will - he will think of you.

And the way to make that happen is through good old-fashioned follow-up.

If you sell a professional, creative, consultative, or technical service, the following "Triple Play" Follow-Up System can help you increase your closing rate of leads to sales by 50 percent or more.

There are three components to the system: managed contact, automated contact, and random contact.

Let's take a look at each one. They're all simple, and anyone can do them.

1. "Managed contact" means you use contact-management software - such as Goldmine or Act - to instruct your PC to automatically remind you when it's time to touch base with any given prospect.

If you've never gotten any feedback from the prospect on the best time to contact him again, schedule regular phone calls or e-mails at an interval that makes sense to you. Perhaps monthly or quarterly. On the other hand, if the prospect has told you the best time to contact him ("Call me after Labor Day"), program your contact-management software to remind you accordingly.

2. "Automated contact" requires you to publish a monthly online newsletter that you distribute free to your clients and prospects.

When you get an inquiry or meet a potential client, you always ask, "May I sign you up for a free subscription to our online newsletter?" Nine out of 10 will say yes, allowing you to add their e-mail address to your subscriber list.

Now, a reminder of you and your service - your e-zine - appears in the prospect's inbox every month. Which means you've got automated monthly follow-up for new leads.

3. "Random contact" means the follow-up isn't planned. You just do it when the mood or opportunity arises.

The way I do this is to clip articles from the magazines and newspapers I read that would be of interest to particular clients or prospects. I scribble a brief note on each clipping (often nothing more than "John - FYI - Bob Bly"), put it in an envelope, and mail it.

And that's the Triple Play Follow-Up System in a nutshell: managed contact... automated contact via an e-newsletter... and random follow-up via the mailing of clippings.

Any one of these follow-up methods can help make you stand out in a prospect's mind - and separate you from your competitors. But the 1-2-3 Triple Play Follow-Up is an unbeatable combination for imprinting your name indelibly on the prospect's memory... so when a need for your service does arise, he calls you first.

[Mike Cunningham]

Lindy & Teammates:
Getting Past Gatekeepers - 21 Strategies for Reaching Decision Makers
By Craig Harrison

Does it sometime seem as though hiring managers and customers are residing in a gated community? As a job seeker or salesperson, you don't have to grope for the access code. Learn how to reach decision makers so you too can enter the gates of success.

Let's face it, half the difficulty in getting a job is getting to the decision maker to make your case. Traditionally there was a secretary or administrative assistant to circumnavigate. Now there are electronic nemeses as well: challenges like voice mailboxes and blind e-mail addresses. The constant: it's still tough to get past the gatekeepers — those professionals who "guard" the decision makers and often run interference for them — to get in front of decision makers.

Gatekeepers (GKs), those entrusted with guarding the Decision Makers (DMs) you wish to reach, can be your adversaries or allies, depending on your approach. They serve as a filter or screen for their bosses. Your challenge: to be regarded as important enough to be allowed into their inner sanctum. Gatekeepers may be administrative assistants, secretaries, voice mail systems or main switchboard operators. They may also be temporary workers or human resource representatives.

Here are my rules of thumb for "Passing Gate" and receiving consideration by decision makers:


DO's DON'Ts

More...

Get Your Name On!

Mike

http://twitter.com/mike1mb

[Lindy Asimus]

The whole Gatekeeper thing is an interesting one.

I agree with much in the article - people do need to get through those whose job it is to screen the boss from unwanted distraction, need to be treated with the courtesy that they deserve. They are doing their job and when we intrude on other people for our own reasons, then we need to be sensitive to that. I well remember a country insurance agent, who when he went to the Big Smoke, always took a bottle of wine or flowers, or some kind of thoughtful gift for the secretaries of the Big Wigs. I might say, it worked like a charm. Along with his gentlemanly charm, he was treated very well when he visited 'the girls' and the boss.

Outside of that though, I rather prefer the idea of those who need what we can offer, being the ones to call US. Orchestrating that to happen, now that is the art form. How do we:

1 Let people who should care, best know what we do - and
2 Move them to really want to call US!

Perhaps Teddy, you would like to comment here, since that's largely your thang ;-)


Lindy

[Teddy Towncrier]

Thanks for a fascinating topic, Lindy.

I don't have much to add except .............. MAKE 'EM THIRSTY!

"You can lead a horse to water but can't make him drink" ..... Perhaps not ... but we can 'salt his oats and make him thirsty' and excellent strategies to accomplish that have been covered earlier.

Our prime focus needs to be to create a clear understanding in Mr Suspect that he must be absolutely stark raving mad to select someone other than you as his supplier.

Studies repeatedly tell us that only 25% of buying decisions are made on price ...... That means that 75% of purchases are made for other reasons ..... and trust and confidence rate high on that list.

See "What business are we really in?" from Towncrier's reports archive at http://multies.filetap.com

Teddy Towncrier CPP Towncrier-Media.com Supercharging Your Visions.

            

[Kay]

A lady overheard my sister and mom talking about our services to nonprofit organizations in regards to travel while they were in a doctor's office waiting room. She felt that her church would benefit from what we could offer and wrote down the contact information of the person we needed to speak with at the church...unfortunately they did not get her name and that's where the "gatekeeper" halted the process. I've called a few times, explaining the circumstances, and the individual on the phone even thought that it was a wonderful idea, but I never heard back from the go-to-guy. I've decided that I may just have to go by their on one of their office days to see if I can catch up with him and share the non-profit fundraiser cruise idea with him....their ministry travels quite a bit on mission trips so this could greatly benefit their fundraiser efforts, but it's a matter of getting past the "gatekeepers"

Kay

[Kay]

I'm still playing catch up with all the rich information on here so forgive me for chiming in so late.

This article hit home in so many ways. I've had individuals contact me for quotes on different vacation or cruise packages, I provide them with the information, and then don't hear back from them when it comes time to book the reservations OR I've asked almost everyone that shows an interest in my "products" would it be alright for me to add them to my weekly travel newsletter, and I always get a yes. Here's the thing, when I add them to the list or if they go to my site, personally, and enter their information to receive the newsletter, I make sure to inform them that they will immediately receive a follow-up e-mail from my host agency in which they would have to click on the verification link within the message to begin the subscription as to comply with the no-spamming regs....out of the MANY people that ignited the process or I've added their information in, only two handfuls have successfully signed up. Sometimes, I feel people simply tell you what they think you want to hear, not truly understanding the sincerity of your offer to assist them with their need.

I have too many strong reasons why I NEED this business to be a success for myself, personally (medical conditions limits any work outside of the home) & my family (hubby is active duty & five little ones & a new house & vehicle to pay for).

Each no means a little more work to get to a few more yes responses

Continued success,
Kay