Your Sales Prospect Gives You Bad News: Do You Fold, Or Do You Celebrate?

by Todd Schnick on September 19, 2011

I’ve been working a sales opportunity for several months now…I am in discussions with a company to help them launch their own radio show/podcast. Made some good progress. Prospect is a CEO of a cool company. Prospect is very interested. But just this week, I heard the dreaded:

“We love the idea, but we just don’t think we have enough time to make it happen. We are swamped…”

What? We actually expedite things… We don’t “cost” time…

If you’ve been in sales for any length of time, you’ve surely heard something similar to this. But here’s the thing:

Great sales people see this as an opportunity.

Bad sales people notate this opportunity into the closed-lost category on the ole’ CRM, and move on the next guy on the database.

Are you a great or a bad sales person?

Bad sales people say, “I cannot believe this guy doesn’t understand what we do. How can he not get it? I mean, honestly, didn’t he read all my collateral?”

Great sales people say, “Man, I failed to make him understand. Shame on me.”

Bad sales people say, “They obviously didn’t listen to me…”

Great sales people say, “I have to be better next time when we create a solution together…”

Bad sales people say, “I hope the next prospect is smarter…”

Great sales people say “What can I learn from this? How can I help them understand the time element?”

Funny thing is, with regards to the package I am selling this prospect, my approach has changed quite a bit since I first connected with this prospect. If I met him today, honestly, my message and presentation would be different.

But that’s ok. That’s what happens over time. In fact, that’s how this sales process really works. It is ever changing. It is always evolving. There are little nuances that present themselves every day that are actually opportunities to make adjustments to get better.

Bad sales people jot this one down as a loss.

Great sales people take it as the next step in the sales process. Learn and understand why things evolved, and take it from there.

Bad sales managers smack you upside the head and criticize you for not making your numbers.

Great sales managers are thrilled that you have new knowledge and now know what to do to advance the process further, they encourage you, and confirm you have what you need to continue helping the prospect.

No, I won’t lie. I was disappointed to get this message from my prospect. And at first, I was frustrated. I had been already strategizing in my mind about this future project. But I now realize that I have to do a better job helping him and his team understand how we can contribute to their big picture. I have more work do to.

But here’s the thing:

1. It won’t happen tomorrow.
2. You need patience.
3. This isn’t a loss. This is the next step.
4. This isn’t even a setback. But it is knowledge.
5. It won’t happen tomorrow.

I am choosing not to view this as bad news. I am choosing to view this as good news, new information, that helps me and the prospect move forward…

Are you a bad sales person? Or are you a great sales person? Do you fold like cheap suits? Or do you celebrate any bits of new information that helps advance the ball with your sales opportunity?

Time to decide…

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  • Robert Terson

    Todd, everything you said in this post adds up to taking full responsibility for the end result. A salesperson is 100% responsible for everything that happens, every sale or loss. I used to cringe when I heard one of my people say, You’re missing my point,” instead of “I’m not making myself clear, let me try again”. When a salesperson is ready to accept total responsibility, in every way possible, good things are going to happen–especially if she’s relentless. Four out of five sales during the 40 years I sold advertising to small businesspeople came AFTER the prospect had said no. Great post! We can’t get enough reminders that Attitude, especially about Responsibility, is Everything!

  • Todd Schnick

    thanks robert. yeah, personal responsibility… why is that such a dirty word?

  • http://www.intentionalnetworker.com Patti DeNucci

    Todd, this is excellent. Patience, the willingness to observe and learn from what doesn’t work, and the ability to try something new and refreshing are all virtues. I can see parallels in networking as well. So often when an introduction or a new contact doesn’t result in immediate business or a close connection people give up – even stomp off in a huff, grumbling, “He/she blew me off” or “That didn’t turn into anything [for me]. I’m outta here.”  Good things comes to those who wait and are patient, resourceful and tenacious – all in the right measure and ratio.

  • Todd Schnick

    yeah patti, there are parallels to nearly everything…but yes, especially networking…

  • J. Mark Walker

    Good stuff, Todd.  I would add this:  “I think I
    understand.  In addition to time, what else is preventing your moving
    forward?”  (or something that says, “Okay, what else?”)  The object
    is to find out the REAL reason.  Remember in AID,Inc when you get to the
    Negotiate step, it is time to “work out obstacles, when people want to work
    them out.”  If time is the only reason, you can now gain agreement: 
    “Do I understand that if you could see yourself as having the time, that you
    want to complete this project?”  If you can gain agreement on this, you
    can find a way to move forward.   If you don’t know what to do next
    you might even say, “Let me think about this and get back to you.  Could
    we talk here in your office again on Friday morning?”  That would give you
    a few days to come up with a “low time solution.” 

     

    Remember AID,Inc?  The other factor is to acknowledge to yourself that you may not
    have actually completed the Interview. That means you have to go back to
    the Interview step, even if it is six months later.

     

    It is always easier to quarterback these conversations after
    they are over.  

  • Todd Schnick

    “let me think about this and get back to you.” mark, why are so many salesmen afraid to say these words? there is nothing wrong with following-up later to provide better and more helpful information… 

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