Unless one is dealing with an invading army (whose soldiers have eyes that emit their version of LASER no less!), being ignored is rarely a nice experience. It makes one feel unwanted, rejected and base – all the qualities that evolution has taught humans to dislike. Some may be more immune to the negative reactions that come with it than others. Most persons, however, would regardless take it badly.
Every salesperson has experienced it time and time again. The customer who does not reply. The prospect who does not follow up subsequent to a first conversation. The follow-up call that does not happen. The e-mail goes unreturned.
It is a sad reality that whether out of carelessness, a lack of class, being busy, politeness or pressures at work many sales e-mails go unreturned. It is ironic because promptly responding or a firm ‘no’ would go a long way towards saving everyone time, but alas let’s not launch into a discussion of logic and illogic here.
Instead, let’s look at what to do in such situations.
First and foremost, you have read it here before. Make you communication relevant and personalized. If you have not already then read this. Spending time researching calls and e-mails is better and more conducive to success than the alternative. It is ultimately a time-saver to invest time to look for relevant and applicable information.
Secondly, every salesperson should be frank enough to disqualify as well as qualify his or her customers and pipeline. Time and resources need to be spent on productive work and not folk who are uninterested or inattentive. This is not an invitation to rely exclusively on inbound marketing, but rather insistence to deal in reality and productivity. If you have more good leads than bad or more leads than time then you are in a good situation to execute on this advice anyway.
Thirdly, if the salesperson knows a game is being played the best advice is to not play. After all, one is not gamed if he or she is not playing. Focus should be on productive work. At the very least, one has detached himself from the negative effects of this behaviour.
With that said, here are several bullets based on my experience that will help with the response rate.
- Be prompt. Respond right away to inbound calls, e-mails and leads. First, this in and out of itself increases one’s chances, but also if multiple follow-ups and attempts are needed the first one was the aforementioned. Importantly, per Insidesales.com, “the odds of qualifying a lead in 5 minutes versus 30 minutes drop 21 times and from 5 minutes to 10 minutes the dial to qualify odds decrease 4 times.”
- Do leave a voice-mail. Voice-mails are likely retained whereas missed calls are not. Hearing your name and reason for call also begins the process of awareness.
- Unanswered e-mails require follow-up. No, not of that kind. Of this kind: forward your last e-mail and keep it as short as possible. Exclude a salutation and signature and ask a simple follow-up question. The details and explanation are in the original e-mail that are being forwarded.
“Want to follow up in case this e-mail got buried.”
“What would be a good next step?”
“Is there some way to find out if this is a priority?”
That is it.
*Things That Need To Go Away: Sales And Customers Working Against Each Others’ Interests. Collaboration, Service and Honesty Wins.