We ask so much of our prospects. They download a white paper and we think they’re ready to buy. They attend a Webinar and we wonder why they won’t return our calls.
You don’t know me, we just met, but do you want to go away for the weekend? Wanna come home with me? The answer is usually no. Not so fast.
But we expect our sales prospects to move quickly. We expect them to make commitments before we really get to know them, and they get to know us.
When you’re cold calling, do you really ask for 30 minutes of their time? Do you ask for an appointment or try to schedule a demo without context, without some conversation, without foreplay?
Shouldn’t you offer something first?
Give them something that they value. Woo them a little. Take time to get to know them, figure out what makes them tick, and respond in kind. Yes, this requires patience. It doesn’t move nearly as fast as you want it to. But you’re not in control. The buyer is.
Expecting a brand new list of prospects, a cold list, to attend a seminar next week isn’t reasonable. Three months from now, maybe. But first, they need to get to know you. Recognize you. Associate you with something of significant enough value, pertinent to what they value and care about, that they’re willing to take the next step and spend more time with you.
That seminar may be just another step towards a deeper relationship, a paying relationship, but that too sometimes takes time to earn and convert.
Sales is a process. You’re in control of the steps, but not necessarily the velocity. The more you push, the more likely you’ll end up turning good prospects away. But respect the process, and the buyer, and you’ll close the deals you’re looking for.