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Service
Have you ever met prospects who indicate that they don’t get great service from their current provider but stay with them anyway? Keep these contacts in your periodic follow-up folder. Contact them every four to six months. When they take your phone call, you might find that their frustration with the current provider has moved them closer to a breaking point. If they’re ready to change providers, your company will be top-of-mind.
Elephants
Big companies often take a long time to make important buying decisions. They also frequently reevaluate their costs and periodically explore other vendors for potential savings. Crumbs off the table at a large account could make your year. If you can’t get all of their business, at least try to get some of their business. Stay in touch with decision makers at potentially large accounts. You might find that an uninterested prospect in October is much more interested in February.
Competitor uncertainty
Did your competitor just get some bad PR? Is their reputation deteriorating in the marketplace? If an old prospect does business with that competitor, a call from you might be in order. Never spread negative competitive rumors, but consider mentioning something like, “Many of XYZ’s customers have come to us because they’ve been dissatisfied with XYZ’s (business challenge). I’m calling to let you know that our company still offers (product or service), and to let you know that I’m here as a resource if you decide to explore other alternatives to your current provider.”
The one that got away
Those clients who almost bought from you, but didn’t, might have some second thoughts about their chosen provider. Several weeks after your competitor delivers the goods to your prospect, make a phone call to the decision maker and ask questions about the customer’s condition: “How do the levels of service meet your expectations? How did the quality of the work (or the product) meet your expectations?” Don’t ask questions that sound like you’re trying to get some dirt on your competitor. Focus the conversation on your customer and his needs.
Stop classifying certain prospects as dead. Instead, consider them dormant and stay in contact with them. Once you fill your pipeline with some dormant prospects, you'll enjoy incremental business as you begin converting them from prospects to customers.
About the Author
Al Uszynski, founder of Selling Resource, helps companies and individuals sell more, earn more and profit more. Get the free sales tips newsletter and free report "12 Mistakes Salespeople Make" at www.SellingResource.com
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