Jettison Prospects That Won't Say Yes or No, Advises Top Telemarketing Speaker

"We're closing our portfolio with your company," I explained to the reluctant prospect.

"So, if you'd like to get in on this sale, you'll need to act now."

I didn't earn that deal, but I felt a lot better, having jettisoned this slowpoke into oblivion. He simply couldn't make up his mind.

But I could, and I did, deciding not only to end my pursuit of an agreement with him, but with all of his colleagues, who are licensees of a certain nationwide organization.

Frankly, they all suffered from the same malady: risk aversion, fear of buying. They were attracted enough to express interest and promote the process, but they stalled before accepting delivery.

My arithmetic told me they were just too expensive to close, sapping whatever profits were in the deals when they were inaugurated.

Why did I pursue them for so long? Indeed, why do sellers waste their time stalking the undead, those that have no pulse but are still undulating?

I believe we err this way because we're pursuing CLOSURE. Simply put, we want to arrive at the station, reach the end of the line, disembark, detach, move on.

But some customers simply refuse to be closed or to offer closure. They neither buy nor reject. They're conductors of a ghost train.

Their purpose isn't to get somewhere, but the opposite; to NOT arrive. So, they dodge our follow-up calls, fail to answer our emails, tell us they'll know "next week," which always gets pushed forward yet another week, or two.

We mistake time and effort invested with progress made. This is where the expression, "Spinning your wheels" comes from. It signifies activity without results.

Prospects that cannot make decisions have already made a decision, and that is to not decide.

The best thing we can do, as sellers, is to recognize them for who they are, and give them no more of our effort. Surely, you can try a "Hail Mary" close, trying one more time to get the person to budge, but generally, it's not worth your effort.

With prospects that cannot decide, it's better to not seek a close, or closure, for that matter.

Dr. Gary S. Goodman is a top speaker, sales, service, and negotiation consultant, attorney, TV and radio commentator and the best-selling author of 12 books. He conducts seminars and speaks at convention programs around the world. His new audio program is Nightingale-Conant's "Crystal Clear Communication: How to Explain Anything Clearly in Speech & Writing." He can be contacted about professional speaking and consulting opportunities atgary@customersatisfaction.com.

Jettison Prospects That Won't Say Yes or No, Advises Top Telemarketing Speaker

By: Dr. Gary S. Goodman

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