Every time you ask a prospect to buy, one of three things will happen: They will say, "Yes", they will say "No" or they will not do anything
(I want to think about it).
When they say, "Yes" the pathway is easy: you get their signature, turn in your order and creative request, and then continue to service their needs. And you do the happy dance.
Doing nothing is not as rewarding. But remember the Buy Cycle:
A prospect has a problem
A prospect establishes criteria to solve that problem
They investigate options
They make a decision
They implement the decision
They evaluate the results
If, after a few weeks or months, the decision to do nothing has not given them the result they seek, they may become a prospect again. So, don't give up on them entirely.
Hearing a "No" is even less fun. BUT, it can lead to a more immediate sale than "doing nothing". How?
We need to find out WHY it is a "No".
Here are a couple of phrases that might help you to dig a bit deeper into the decision:
"I understand that you've made the decision not to move forward with us at this time. Would you mind sharing with me why you reached that decision?"
"Is there anything I could have done differently that would have allowed you to say, 'Yes'?"
You can sell a "No" if you find out WHY it is a "No".
Many times a "No" results from incomplete or incorrect information we gleaned in the Phase Two needs analysis meeting. We actually begin closing the sale in Phase Two. If you lose a deal, you should conduct a forensic analysis of what happened to result in a "No":
Did you have answers to all the topics we must know when we leave a CNA?
Do you know what solving the problems discussed will mean to your client personally? (Level 3)
Do you know all the Aunt Edna's?
Did you establish a budget range?
Did you leave with an agreement that they want to move forward with you, somehow, someway?
In our next newsletter, we'll look at phrases to use in Phase Two to move the closing process along.
To be continued.....
