We're ignoring you.
You know it's true. You've always thought it to be the case, but now you have confirmation. Prospects are ignoring you! And how I do know this?
I'm a reformed client.
I spent about 10 years running an ad agency and being the Chief Marketing Officer of a large insurance company. I ignored your emails, your phone calls, your postcards, and even when you tried to drop in for a quick meeting. In fact, I probably deleted your first couple of voicemails without even listening to them! I also deleted your first few emails without looking at them! (I know I'm a monster...sorry.)
But seriously, I did not have time to listen to you or read an email about whatever you wanted to "pitch" me. I know this will be shocking, but I didn't care about your latest product, service, or sales package. I didn't care that you were the biggest, the baddest, or the best (insert your industry here).
I was busy... and your prospects are busy. They are running a business or a department. They don't have time to respond to your phone calls, voicemails, or emails. Especially when what you have to say is all about yourself and your product. They do not care about you! (Yes, that is harsh... sorry.)
What they do care about is their business and their problems.
DON'T BE WORRIED. THERE IS HOPE!
If you focus on the needs of your prospects, you will have an exponentially better chance of breaking through the clutter, getting their attention, and finally getting an appointment. But, that's not all it will take to get that appointment. No, you need to be persistent, but not pushy. You need to focus on their business, not yours. And finally, you need to have a plan to put it all together.
Over the last several years, we've researched the best ways to get a first appointment with a prospect account. And we've discovered some interesting data.
- Did you know that it takes an average of 7-9 attempts to make contact with a prospect?
- Did you also know that the average salesperson stops trying after 3 attempts?
So, there is your first problem.
Your second problem is that you can't spread those 8 attempts over a 2-month period, or you will lose momentum. You have to make those 7-9 attempts in a 10-day period!
Don't give up.
If you create a plan of engagements for your prospects that involves 7-9 attempts in a 10-day period, you will have increased your chances for success drastically. If those attempts are focused on your prospect's needs and business, you will get their attention and get that appointment!
We call this plan the "Don't Give Up" strategy and it works! When you lead with business insights and you concentrate your efforts in a short period of time, you will increase your chances of success.
In my time as a client, I did have a handful of salespeople use similar techniques, and I can tell you that it does work. Even I gave some of them appointments when they lead with reasons why I would want to meet with them and they were persistent with their attempts.
Keep it up! It works!