A major key to success is sales processes
— not just winging it during appointments. Making sure that you have systems built for any scenario is a huge part of being successful
, which brings me to the practical advice I wish to share. Specifically, what an advisor I consult, Mike, does when a prospect doesn't buy.
A year ago, Mike met with a pair of prospects who appeared to be perfect clients. Things were going to plan and everything felt in order until the low-pressure close. That’s when they said no. It didn’t make sense practically or emotionally for the clients to not hire Mike, but the bottom line was that the prospects thought they could manage their money better on their own, and they wanted to take more of a market-based position than Mike was suggesting.
Recently, a year after these clients said no, they came back around to do business. What changed? Why did they call Mike back? Here are Mike's three simple reasons for why this couple came back, which can be applied to the way you do business. Following these steps can give you a plan of action versus simply hopping back on that hamster wheel and onto the next prospect. Here’s Mike’s thoughts:
- "We left the door open. We told them that if they ever changed their mind, we would be happy to re-engage in a conversation."
- "We gave them a method to continue receiving our message — keeping us at the top of their mind. They watch my TV show weekly."
- We provided a low-resistance path for them to continue their education. They went through my online information class and webinars.
Adapted for you, these steps could be:
1. Leave the door open.
Tell prospects that if they ever changed their mind, you’d be happy to re-engage in a conversation.
2. Give them a method to continue receiving your message.
Keep your firm at the top of their mind. For example, you can easily send weekly eNewsletters and regular hard copy communications with calls-to-action.
3. Provide a low-resistance path to continue their education.
Offer a few educational “modules” on your website, invite them to future workshops or encourage them to listen in to various topics covered on your radio show.
I know many of you likely have a drip system in place for “not nows,” but these are three easy steps for those who don’t. You probably won’t see an immediate benefit from it either, but you have to trust in the process. Building an ongoing process is the important part. Without it, the money and time you spent acquiring that prospect goes to waste. It's up to you to be a better business person and trusted professional