03 Sep Top 3 Reasons Prospects Are Ignoring You
Prevent these Mistakes with these Quick Fixes
We’ve all run into this situation: You find a hot prospect and you’re determined to close the sale. You know your product is a perfect for them and it’s a win-win for both companies. How can they say no? So, you send follow-up material and wait for the good news. And you wait and wait. How could they possibly have ignored you?
Fortunately, these failures can be examined and valuable lessons can be learned. In most cases, the prospect ignored you for one of three common reasons. This happens even when your product or service is exactly what they need and the price is right.
1) You sent the wrong collateral
The most handy slide deck isn’t necessarily the best one. If you’re guilty of sending the same collateral on your desktop to every prospect, you likely have this problem on a regular basis. Every business is different, and each buyer is responsible to purchase the most appropriate solutions. If your go-to slide deck is all about competitive value – but your prospect is shopping for features rather than cost – you’re content is headed to a black hole.
- Quick fix: Go beyond the desktop and find the proposal that best fits. If your organization is using a content sales enablement tool, it’s a piece of cake. If not, dig into your resources. Many salespeople are unaware of the depth and breadth of resources that marketing departments create for virtually every sales situations. You don’t need to re-invent the wheel. Get the right content when you need it in your Salesforce environment.
2) Your timing is off
Just sending the right sales content isn’t enough to win. Buyers need to receive different materials at different times in the sales cycle. Is it the early stage where they’re evaluating numerous vendors? If so, a product comparison chart may be the fast track to getting your product recognized and others bounced from the short list. Or maybe your prospect is closer to a decision, so it’s a case study or slide deck with customer testimonials that will win the sale.
- Quick fix: Step one, learn where your prospect is in the sales cycle. Next, classify your content by stage. By organizing your content effectively, you’ll know what to send and when. That doesn’t need to be over complicated. Organizing content is a matter of minutes with drag and drop functionality.
3) Your content is ineffective
If you’ve solved both issues above, it’s possible you’re in need of better materials. Marketing is your partner with the common goal of winning new business. But, you forgot about them as soon as they delivered the new collateral. Since you didn’t share your successes (and failures), they don’t know which proposals are working and which are being ignored. Now they’re turning out sub-optimal materials.
- Quick fix: Make sure to communicate with marketing when content wins or loses. Marketing collateral shouldn’t travel one way. They can’t improve content if they don’t know what’s working Sales teams want to focus on the next prospect, not spend time communicating feedback and field intelligence to marketing. An open door policy with two-way feedback fixes it all. Establish regular meetings with the joint teams to discuss what’s working, or automate the process with a sales enablement solution.
Open More Doors, Close More Business
No one likes to be ignored, especially when it cuts into your commission check. The failure point in the sales proposal process most often comes when you haven’t read the scenario correctly and responded appropriately. If you’re tired of sending pitches and getting radio silence in return, make sure to locate the perfect content for any sales situation. Match the collateral to the industry, product, and sales stage of your prospects and watch your sales increase.