Build a better sales pipeline (and skip the endless “just checking in”)
Are You Giving Up Too Soon?
Most small businesses spend too much time and money on marketing, instead of building a sales process that carries qualified leads over the finish line.
Here’s what that looks like: You catch someone’s attention, and they sound interested in what you offer. They just need some more time to think it over. Then instead of making a decision and getting back to you like they said they would, they disappear. Not a yes, not a no… just *crickets*.
You follow up once or twice, “just checking in!” But they’re gone. You rationalize: maybe they weren’t that interested. Maybe they didn’t have the budget. Maybe they’ll be back when the timing is better. You cut your losses and move on to the next lead, hoping it will be different.
It’s like trying to fill a bathtub without plugging the drain – you can leave the tap on all day, but you won’t have anything to show for it.
Research shows that 44% of salespeople give up after one contact with a prospect. The tap is running, but nothing is captured. After all, if it’s not a yes, it feels like a no – and no one likes being rejected.
But only 2% of sales are made on the first call. By giving up too early, you’re wasting time, energy, and money on marketing. And worse, you’re making the decision for them, instead of giving them enough information to decide for themselves whether to do business with you.
Where’s Your Fitting Room?
Silence from a prospect might be a no, but it more likely means they haven’t decided yet or don’t have enough information. If you’re getting stuck doing endless follow-up, try adding more intensity to the discovery phase of your sales process.
Think about your business like a clothing store. That store owner knows people are more likely to make a purchase after trying something on. They’ll never try to convince you to buy a shirt when you pick it up off the rack. Instead, they’ll ask if they can start a fitting room for you. By breaking the decision into easy steps, they’ve increased the chances you’ll make the purchase.
Where’s the fitting room in your process?
In other words, how can you make the decision easier? What opportunities do you have to build rapport and trust? How can you de-risk the decision so it’s easier for them to say yes?
This Week’s Takeaway
Most business owners give up on a sale too soon because they don’t want to feel annoying, pushy, or aggressive. But low conversion rates mean they need to over-spend on marketing, wasting both time and money.
A well-designed and executed sales process will help your prospects make the right decision.
If you’re in the GTA, learn how to drive higher conversion rates (and avoid those awkward follow-up emails) at ActionCLUB on April 17th.
Up Next – ActionCLUB: The Follow-Up Formula
Join the local business community in networking, learning, and pushing each other to excel on Friday, April 17th from 10-1 for my next in-person get-together, at ActionCLUB.
This month we’ll be discussing tactical, actionable insights and tools on how to build a sales process that closes, without feeling pushy.
Details
- Friday April 17th, 10am-1pm
- Located at Idea Mississauga, Square One
- Interactive session: “The Follow-Up Formula”
- Featuring table discussions & a networking lunch with local entrepreneurs
Supercommunicators: By Charles Duhigg
This book offers a useful lens on why some conversations seem effortless while others stall out. It breaks communication down into three layers: practical, emotional, and social, and suggests that most disconnects happen when we’re not aligned on which one we’re actually having. It’s a helpful framework for navigating everyday interactions, especially in business settings where what’s being said often isn’t the whole story.
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