We’ve all been there. You’ve presented a proposal but – surprise! – the prospect tells you they can’t move forward. This can be depressing and frustrating because creating a tailored proposal consumes resources, and you were anticipating a good outcome – making a sale. Let’s assume you’ve followed a good sales process. If this is the case, it’s possible that something out of your control and possibly out of your prospect’s control has impacted the process. So if the answer is “no,” what do you do?
Experience tells us that prospects in consideration mode who deeply explore a particular option and can’t move forward at one point in time are likely to move forward at some point in the future. Your prospect might be in a position to make a different choice when circumstances change. So if you have the tendency to move on and never think about “the prospect who said no” again, you’re making a mistake.
Some of us know that we will make a call to “the prospect who said no” in several months. But wouldn’t it be better if you had interim communications with them so that this “follow-up” call is not “out of the blue.”
Move your prospect out of “active sales” mode and back into “nurturing” mode in your funnel. You’ve learned more about their needs and you can be even more tailored in your marketing communications. The objective of continuing to communicate is to increase the likelihood that when they are again in consideration mode, you are at the top of their list.
If you are executing a coordinated marketing plan, you will have multiple ways to maintain that connection over time. For example:
One of the most obvious ways to maintain a connection is through email marketing. Add them to or keep them on your email list. Even if they don’t open the email, they are reminded of you when they see it.
Your presence on social media is another touchpoint. If you are present and active on the social platforms they use, this is another opportunity to be seen and to remind them of your services. Connect to them on the platforms they use. Follow them to keep track of their business. Like and comment on their posts when it makes sense to do so.
Whether it is a holiday card, an invitation to an event, a traditional letter, or a handwritten note, this is another way to make sure that you remain top of mind with your prospect. Conventional mail might be unexpected and help you stand out from your competitors.
The Bottom Line is that “No” is not the end…it could be just the beginning. Let your marketing efforts keep your sales prospects warm until the time is right to re-approach.
WSI Marketing Edge leverages a full suite of digital marketing tools to help our clients reach their target audience. If you have limited time and find creating and executing an integrated marketing plan challenging, reach out to Cecelia at cahenderson@WSIMarketingEdge.com for help.