It is one of the biggest challenges in the sales world. The salesperson has a process with his or her customer and the customer goes dark. AWOL. MIA. Radio silence.
What is going on?
Manners, etiquette and social politesse aside, the sum of the situation is that the selling party has received his or her answer. The customer is either not interested in moving forward or is not quite ready yet.
These pages have written about the actions that need to transpire before this point:
- Salespersons must ask the ‘why’ question
- Salespersons must be well acquainted with their customer (and if your prospect does not allow for it then the action speaks for itself)
- Salespersons must interact with at least three employees at the customer’s company.
- Customer must have demonstrated the MAN acronym, which is comprised of Money, Authority and Need (Desire).
As it turns out humans like to succumb to inertia and dislike change (ironically, hence the million and one quotations about how change is normal). The customer has decided to stick with the status quo, do nothing and let inaction prevail. So, the question really becomes ‘what does it take for you/customer to undertake a change?’ and ‘do you/your employer want to change the situation?’
Either a customer can answer the question to both parties’ satisfaction or the answer comes indirectly through conversation, questions, change action and triangulation. Do not allow your sales pipeline resemble a menagerie of company names.
In addition, it is important to track the customer’s decisions and choices online in the same manner that one listens for indirect verbal cues. Which one of your marketing activities is engaging the customers? Which e-mail campaigns elicited clicks from your customers? Which of your web pages or assets is the customer touching and in which other websites are they engaged? That is, hopefully, your marketing team is tracking the online world for you. Are they?
*Things That Need To Go Away: Lack of Bi-Directional Communication