Letting Go Is Hard To Do

Do you have prospects that are dragging you down? Keeping you from focusing on those that are actually making you money? It's time to get rid of them! Sales trainer Wendy Weiss tells you how to deal with this tough situation.

Every sales person has them. Those deadly lingering prospects. The ones that never buy anything. They say, "Not just yet..." They say "Not quite ready..." They say, "Call me back in a couple of weeks..." or "Call me back in a month..." or "Call me back in six months..." over and over and over. And you do call them back over and over and over and they never buy anything. They say, "Not just yet..." They say "Not quite ready..." They say, "Call me back in a couple of weeks..." or "Call me back in a month..." or "Call me back in a few months..." over and over and over.

We've all been there. Calling that prospect, hoping this time will be different, hoping this time they'll say, "yes" and that this call will make up for all the previous calls and all the time spent. Besides, if you don't call them, then maybe your competition will...the nightmare of all nightmares...your prospect that you've been calling for years now will buy from someone else. You don't want that to happen. Oh no! And so you do call them again and they don't buy anything. They say, "Not just yet..." They say "Not quite ready..."

So how do you end this vicious cycle that breaks so many sales professionals' hearts? Step one: Identify and only pursue qualified prospects. Step two: Ask the tough questions. Letting go is hard to do...but well worth it in the end.

Make sure that you know what makes a prospect qualified for you. Far too many sales professionals spend far too much time chasing after prospects that will never buy. The reason: The prospects aren't really qualified in the first place.

In your conversations with your prospects, look to qualify prospects out. Far too many sales professionals are afraid to ask the tough questions, questions about the process, the budget and how that decision will be made. Ask the questions that you need to ask to determine that you are indeed speaking with a qualified prospect. If you're not, they won't buy anything from you. As soon as your prospect gives you information that tells you that you're no longer speaking with a qualified prospect, stop pursuing that prospect.

Some times prospects do have legitimate reasons for asking you to call back at a later date. And that's ok. If a prospect has a legitimate reason, then by all means call them back when they have asked you to call back. (Just make the call a little earlier than the prospect has suggested—better a little early than late.) If however, your prospect has not explained why they want you to call back at a later date then make sure to ask:

"(Prospect's name), I understand and am happy to call you back. Let me ask you a question though: What will have changed between now and (whenever they said to call back) that will enable us to move forward?"

And lastly, if you have prospects that you have been following up with time after time after time and getting nowhere ask those prospects:

"(Prospect's name), we've been talking for awhile now, and you have indicated that we'd be able to help you (fill in the benefit.) I know that you're very busy and I don't want to waste your time or mine. I need to ask you, what is the probability we'll be able to work together in the next few weeks/month/quarter?"

If your prospect cannot give you some assurance that you will be working together, stop pursuing that prospect. They are not going to buy from you.

Letting go of prospects is hard to do. When you let go of inappropriate prospects, the ones who will never buy from you, that will free you to pursue real prospects. The ones that say, "yes."

Learn more from cold calling expert Wendy Weiss at www.wendyweiss.com or email her at wendy@wendyweiss.com