• Devin Manuel

Cut Through the Noise



Prospects will come up with many reasons why they shouldn't buy your product.


And there could be dozens of reasons why they thought of their objections.


At the root of it all is either two things:


a) the prospect doesn't understand your product/service and how it can benefit them or,


b) the prospect is scared and won't pull the trigger because they aren't confident that all will go well after they buy


The first of the above is easily solved by converting your sales messaging and strategies to be entirely benefit-based and using video to capture and engage the prospects before they enter the one-to-one sales stage.


The second is more unknown.


One main indicator of (b) is that the prospect is continuously changing the reason why he doesn't want to buy right now. "It's too early in the quarter" becomes "I don't think it will fit at this particular moment" and then that becomes "I don't know if my boss will like it" and so on.


In reality, it is just noise.


If the prospect answers this question, "do you believe this product/service will solve your problem?" with a "yes!" then there should be no further objections right? Wrong.


My CEO, Robert Cornish, continuously pushes this point: follow up until your ears fall off and your hands cripple, then keep following up.


Prospects who aren't the "go-getter" type won't convince themselves to pull the trigger and buy. Even if they are in positions of purchasing-power.


They need constant nudging, pushing, directing.


When I like a product/service, but I'm not ready to take action, I often see the salesperson on the other end disappear and never return.


They must have classified me as a "dead lead" or something of the sort.


It becomes frustrating because I did like the product but wanted the person to keep me updated and keep the solution in my mind.


I often go with a different solution later because my original contact at the other company never did keep pushing.


You lose many potential clients by not continuously following-up no matter their "lead status".


The VP Sales of Richter, Ben, taught me a very important lesson, "When they first said they were interested, always assume that's still the case."


Never stop following up, continue to cut through the noise.




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