You’ve met a new client for the first time and your hopes are high. The meeting goes really well and lasts far longer than expected. Engaging, warm and open, the client is forthcoming with information and facts. Unfortunately, they have absolutely no need for your product or service at the time.
Even worse, the client has made it plain that they would prefer no further follow-up for a period of months or longer while giving you a solid handshake on your way out.
It’s frustrating, and particularly so when you actually connect well with someone, when it’s somebody you would love to do business with.
If you’re in B2B sales, then you’re in the relationship business and that means that you are in the people business.
All too often, sales professionals are taught to conduct a discovery process, qualify the client and drill down quickly into a needs analysis. What about the person?
Have you taken the time to hear the person? Have you looked around the room? Are you situationally aware?
Situational awareness begins with being observant and inquisitive about the person.
It doesn’t mean you should be nosey or invade someone’s personal space. By using your eyes and ears you can learn a lot about a person, things that are relevant to them in their lives outside of the business interest. Where do they live? Do they have a family? What kind of career path has led them to their current position? Are there pictures on the wall? How are they dressed, what kind of watch or jewelry are they wearing? Do you see car keys anywhere and if so, what kind of car?
These are cues that can be used to create an opportunity to reach out to the prospect for a reason other than ‘I have something to sell’. If they have young children, you may happen to see an up-coming event that they might like to know about. You may read something that is relevant to a hobby you know the prospect is passionate about. Send the article along!
Traditionally trained sales people will find this difficult, as they have been taught to offer information, ask qualifying questions and cut to the chase.
Moreover, these sales people want to show the prospect how great they are, tell them about all the great stuff they can offer etc.
The problem is that prospects need to trust you first before they will authentically engage in disclosing information and, in today’s environment, that can take time.
Next time you meet someone for the first time, try learning more about the person. Use what you discover as ways to communicate and stay top of mind over time to develop trust without being a pest by sending all sorts of business information; especially when the prospect says they are not interested for now.