Previously, I shared that acquisition in the world of sales is an essential skill. Getting results requires not only persuasion, but also persistence and empathy. Yet, there are situations in which a potential customer does not respond. Such evasive behavior from a potential customer remains a challenge for any salesperson. How do you handle this without coming across as pushy, while remaining effective? In this article, I offer you insights and practical tips.
As a salesperson, being persistent without arousing irritation is a delicate balance. When a prospect does not respond, it does not automatically mean disinterest. For example, the timing may not be ideal, the person may be busy, or your message may have simply gotten lost in the daily hustle and bustle. Here are some strategies for persistence:
Before you start acquiring, make a plan for how often and at what times you will contact them. A structured approach prevents you from coming across as too pushy. An example might be to make a maximum of three attempts per week: think of an initial phone call, a follow-up email or WhatsApp and a LinkedIn message. Make sure your messages remain short and targeted.
If you always call or repeat the same message over and over, chances are you won't get a response. Alternate with different channels such as e-mail, social media or even a handwritten card. This will show your creativity and keep you in the spotlight in a positive way. The one that stands out stays!
If someone does not respond after several attempts, it may be wise to take a break. Pushing the prospect is often counterproductive. Wait a few weeks before contacting again and focus on other leads in the meantime.
A famous quote attributed to Albert Einstein reads, “Madness is doing the same thing over and over again, and then expecting different outcomes.” If you give this phrase a positive spin, as a salesperson, you could approach your acquisition from the following principle, namely, “When you vary your approach, the chances of success increase!”
When you vary your approach, the chances of success increase!
In short you can be effective in your acquisition using a sophisticated strategy, variety in your communication and respect your prospect's known and unspoken desires.
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