think about it, prospects are sort of like cats; if you chase
them, they will run away. Sweet talk and treats can persuade a
cat to approach you, like presenting benefits to prospects.
The “what’s in it for me” thought process. Dogs, on the other
hand, will usually think you are playing if you chase them.
So . . . are you caught in the trap of chasing prospects?
Leaving voice mail message after voice mail message? There is
a better way.
Donald Trump (not one of my favorite people but, okay . . . he
has been sort of successful) once said: “In selling you must
never appear desperate. As soon as you look desperate, it’s
Craig Klein suggests a unique way to stop chasing prospects:
Fire them. Yes . . . fire them.
the script he suggests:
“Hi, this is Craig Klein, with [his company]. We help
companies like yours grow sales by helping them market and
sell more effectively. I’ve left a few voice mails and sent a
couple of emails and haven’t heard back from you. At this
point, I’m going to assume that this is just not a priority
for you at this time and I’M GOING TO TAKE YOU OFF MY CALL
LIST. If there is anything I can do for you, please feel free
to contact me at [his telephone number].”
Wow! Shocking, right?
But if you think about how many times you call a prospect
without reaching them, multiply that by the one or two minutes
it takes to make the call and leave the voice mail and then
multiply that by the number of new prospects you pursue each
month, it adds up to a LOT of time!
This could be a key reason that sales people can get
frustrated and discouraged by cold calling. They are not in
control. They can’t even get to talk to their prospect. You
can get a feeling of inadequacy because it feels like you’re
dialing the phone a lot, but you’re not talking to anyone that
can buy. Most sales people find themselves calling the same
list of prospects that they called last week and wondering,
how many times have I called this guy? How many more time will
I have to call to get to talk to him?
Pressure is a Major Cause of Rejection
Never chase a potential client—you’ll only trigger more sales
pressure and more rejection.
“Chasing” potential clients has always been considered normal
and necessary, but it’s rooted in the macho selling image
that, “If you don’t keep chasing, it means you’re giving up —
and that means you’re a failure.”
It costs five times more money to attract a new customer than
to keep an existing one. Before you go out investing hundreds
or even thousands of dollars chasing after new clients, think
about the acres of diamonds in your own back yard.
The people that you’ve done business with previously thought
enough of you at some point to buy from you. Why not go back
and re-cultivate that relationship? It will cost you one-fifth
of the cost of finding a new client and is much easier and
more productive than chasing after new prospects who don’t
return your calls.
Ann Barr is
a consultant and sales coach who has written eight books on
sales and marketing. You can sign up for Ann’s free Weekly
Sales Tips e-mailed newsletter at her web site