Why Won’t He Call Me Back?

According to business author Chet Holmes, 2-3% of consumers at any given time are interested in changing vendors, regardless of the commodity, product, or service we are offering. Another 7% might be open to changing, 30% are not thinking about making a change right now, but might be open to it in the future, 30% don’t think they are interested in changing vendors, and the last 30% definitely know they’re not interested.

So, if only 10% of our audience is even interested in changing vendors, why do we hit everybody with the same old sales pitch? We do it because it’s easy. Our managers are pushing us for activity, so the easiest way to get them off our backs is by showing them a list of unanswered voicemails and emails and blaming our lack of closure on the economy. Everybody’s doing it, right?

Wrong! Successful salespeople have changed their approach. Closers understand that the rules have changed, so to remain relevant in the marketplace, the approach must change as well. Customers are still buying, but now, more than ever, they don’t want to be sold. They want to be engaged to the point they can’t help but buy from us. That’s hard to do.

The hardest and most important thing for us to do in this current economic environment is to grab buyer’s attention, and keep it long enough for them to understand what is in it for them. How can we help their business operate more efficiently? Can we save them money? Even if they aren’t in the market right now, why should they be? What’s so new about our product or service? Why should they even care?

It‘s tough out there for sales reps, but it’s tough for customers, as well. Remember that when you leave those voicemails and emails. Find the middle ground. Think like a consumer- what would make you call back? Don’t leave a message you wouldn’t return yourself.