For people and organizations with big ticket items, the sales cycle is more complex. And the more complex the sales cycle, the longer it typically takes. So how do you prospect differently for those complex sales cycles?
Simply put, more touches and patience.
A client of mine has an employee that's worked for him for just over a year. They sell something that's a somewhat big ticket item, and is very personal.
In her first year there, the employee did a great job prospecting. However, she also got very frustrated. She wasn't making the sales she really wanted to, and nothing seemed to be coming together.
After almost a year there, everything started to come together. She finally started making things happen that she wanted to.
Her key was to stay consistent with her prospecting, touching clients multiple times, despite not getting the initial results she was hoping for.
Given the fact that her service is complex and personal, it makes complete sense! Because the more complex, or the more personal, or the more expensive a product or service is, the more touches are required in the sales cycle.
I can't begin to tell you how many people I've seen in sales roles that don't do what that employee did, but instead give up too soon.
They tell themselves something like, "Well, I gave them two coupons, and I called on them six times. They should have bought by now!" A lot of times it's that seventh time! Or more generically, just one more touch.
Of course, you shouldn't keep touching base forever. But when you're ready to give up, remember Sandler Rule #31: Close the Sale or Close the File.
Tell your prospect something along these lines, "We've been talking for a while, and I'm worried I may be wasting your time. Do you still want me to keep in touch with you?"
Then stay quiet, and pay attention to how they respond. Don't try to read their mind, let them tell you!
Remember, most people won't buy a big ticket item after one cold call, one drop in, or one postcard. You'll need to reach out to them more than once, and use multiple prospecting methods.
