It’s funny how different a customer can be before and after a demo. When you first start chatting with them and qualifying, things are awesome. They have pains you can solve – they like you – there is a good fit product wise between you and them. The best first date in the world!
Then, of course, you start going out (more qualifying) and going on some serious dates (demos). It gets pretty serious – they like you and you like them. Pretty soon you’re done with all your proofs and all that….all there is left to do is to get them to buy the stuff.
What can you do to get someone to the close as soon as possible?
1. Break up the pattern
You could keep sending them emails and leaving messages all the time. “Whennareyagonnabuy?” They likely hear it over and over from all the other pushy salespeople they deal with. So, try breaking up the pattern and doing something different. Some ideas:
- Some business information related to your product – has to be valuable and interesting
- A good customer story you heard
- Some random new thing your company is doing since the last demo
- Invent some question they might have had and answer it
2. Send the pricing
I have followed a process where we send pricing usually after all the proofs – we give rough numbers before and final numbers after. For a stalled person, go ahead and send them all the number. Even better, send them some numbers that are not 100% clear. The goal is to get them talking, get them involved with you -this will make it easier to get over the fear of buying. You’re doing something that isn’t “sales-y.”
3. Get the tech guy to call
They know what you want – every time you call, they can hear it in your voice. Having someone else check in is a good idea – anyone technical is a better idea. They’ve got all the good will you do not have – they’ve been answering all those tough questions on those “dates.”
4. “What Did I Do Wrong” Email
I got this one from Sandler – you send them an email saying you must have offended them or something. You have not heard from them in a long time. Explain politely and humorously that you want their business and that this is your last contact. After this, “I will remove you from my calling list.” This almost always gets a response – the client generally wants to keep in touch with you…just not now.
5. Robodial
I almost did not put this one on here because some people call too much. Still, I see as many people who do not call enough. In this step, you just hunker down and dial…and dial…and dial….and dial…..and dial. For this stage to work, the deal has to be either almost closed or almost lost. Sometimes, the customer will buy you – they just need to be pushed. Other times, you lost, and they do not want to tell you. So….dial away until you hear “yes” or “no.”
Remember that your job is to get a decision. Deals need to be “closed” – that means a win or a loss. Wins are best. Losses are better than wasting time on a deal that never will be a win. Use some of these strategies (let me know of any others) and get deals closed.
This “What did I do wrong email” seldom works for me. I think I have tried it four times, and it has worked just once. The other three were met with silence.
@Mark – Hi Mark,
Thanks for the comment! Sounds like you had a 25% return using that email. That actually seems like a relatively decent return rate. You might want to consider some slight language testing with that email (trying some variations of the same theme) – if you can get the response rate up from 25% to 50% or better in the future you might have a pretty good additional tool to use for those non-responsive customers.