How to minimize maybes

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Sales reps often are bothered by no’s. What is more gut-wrenching is a maybe. Or worse yet, a follow-up file packed with maybes.

When you stare at a stack of callbacks with a never ending litany of “Still considering. CB in 6 wks” in the notes, the monsters of call reluctance and self-doubt perch on your shoulder and whisper in your ear, “Why make any more calls?”

Yes, maybes can be devastating. You can lessen the number of wishy-washy responses by seeking movement on every call you place.

By movement, I mean the prospect/customer doing something as a result of your conversation that places them closer to the ultimate objective of buying from you. If they aren’t doing anything, or aren’t willing to, your momentum has stalled (if it was there to begin with), and you’re wasting precious time pursuing this person.

1) Develop a decision=success mentality
Equate getting a decision — yes or no — with progress. I’ve always said that if I’m ultimately going to get a no, I want it today, not six weeks, six months or six years from now. Why waste time where the fish aren’t biting? Move on to the prolific areas.

2) Clear out the existing “slugs”
These are the people who tease you with their feigned interest. Call them all with one objective in mind: get a decision, yes or no.

“Pat, we’ve talked quite often over the past few years about how we can help you decrease your MRO materials expense. I’m wondering what the probability is that we can get you started within the next two weeks.”

If their answer is a definitive no, find out why, and address it if you can. If not, which is more likely, since they weren’t a real prospect to begin with, congratulate yourself on a successful call, and move on.

3) If you’re scheduling a call back, know why
What have they committed to DO as a result of this call? “Lemme consider it,” doesn’t cut it. What will they consider, using what criteria, and what will happen next and when? After all, if they’re not doing something between now and the next contact, why would you want to call them back?

4) Ask for more decisions
A major cause of “maybe’s” is the absence of an explicit request for a decision, or commitment to do something. If you’re shy about this, deal with it.

The lesson here is simple. Move them forward or move them out.

Art Sobczak helps salespeople use the phone to prospect, sell and manage accounts more successfully. Call or reach him via e-mail at .

This article originally appeared in the May/June 2001 issue of Progressive Distributor. Copyright 2001.

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