Article: How To Screen For
Dead-End Prospects
RainToday.com, September 2007
By Vickie K. Sullivan
All that branding work is finally paying off. The calls
and emails are coming in from prospective clients interested
in your services. Time to celebrate? Not so fast.
High-ticket professional services require more effort to
qualify and close. You want to spend the most time with your
ideal prospects who are ready to make a buying decision, while
continuing to nurture future possibilities. You don't want
to spend time and resources exploring dead-ends.
Below are three kinds of potentially hazardous incoming
calls and how to deal with each.
Exploring With Travelers And Roamers
Exploring can be fun. You meet a wide variety of people and
learn a lot. In professional services, there are two kinds
of tourists: travelers who come home eventually, and roamers
who hop from place to place.
Your job is to figure out, as soon as possible, into which
category your prospect falls. The former are doing due diligence
and will make a decision. The latter don't actually do anything
more than think, plan and dream with other tourists. They
can suck the life force out of any schedule. The problem:
you usually don't know who you are traveling with until the
trip is well underway.
How to spot: Both are pleasant and easy
to talk to. The key difference is in their commitment to make
a buying decision.
Travelers show a bias towards action. They more clearly
communicate what they want and when they want it. Their conversations
have an agenda. They want to know enough about you to make
a decision and act.
Roamers show sincere interest in your services, but won't
commit to making any kind of decision. They mistake conversations
for action. They either have no process for deciding or use
such a complicated process that they will never decide.
Travelers will consider questions about making a buying
decision legitimate. Roamers will balk at first, and will
run or even attack if you try to pin them down.
What to do: Have your staff take the call
and ask for background information before scheduling the initial
meeting. Check out the prospect's history: most travelers
have a track record of successful trips. Roamers have a more
"fluid" background, with very few results.
For the travelers, have the initial "get to know you"
conversation and agree on a timeline for a decision. For suspected
roamers, probe a little more. Have your staff ask about making
a decision. If they can't decide to decide, put them on an
email list and let them come to you when they are "ready."
If the roamers call back, your assistant will ask if they
are ready to act and when. If they balk, put them off. Either
they will go away or they will get ready, all without your
direct involvement.
Falling For Stars And Strugglers
Have you ever checked out a prospect's website and had your
heart race? You can see their potential so clearly and just
know you can help them get there.
It's a lot like falling in love. But there's a problem in
paradise; their blind spots block your vision. They may not
be able to see what you do.
Everyone has blind spots, and there are two approaches to
dealing with them: the stars will break through and move on
while the strugglers will erect a shrine and stand guard.
The former you can work with. The latter you have to let go
of, and quickly.
How to spot: Both have a lot going for them.
One key element defines the difference between stars and strugglers:
the degree of discomfort they are willing to feel to get what
they want.
The stars are open to change because their ego is not involved.
They realize that they don't know what they don't know. They
want the result more than they want the blind spot.
The strugglers don't like rain during their parade. Their
blind spots are tied to a bigger issue. They either don't
believe they can pull off what you're suggesting or they are
too afraid to try. It's a fight you will never win.
What to do: Again, check out their history.
Stars have lost before and survived. Their hard knocks have
smoothed the rough edges and they are on the upswing.
Strugglers haven't gotten over it. It will be difficult
for them to see past their current situation. In the initial
conversation, find out what the "next level" looks
like to them. Ask, "What are you willing to do to get
what you just said you wanted?" Listen closely to the
answer. Then test the waters. Ask, "What if I told you
that it would take XXX to get the result you just said?"
This will point out a blind spot.
Stars will be curious and ask for more information. Give
them the information they need and continue the sales process.
Strugglers will shoot the messenger (that's you) rather than
face the challenge head on. Get out now and be thankful for
the heads-up.
Detailing The Problem And The Pleasure
The third type of inquiry is a moving target. Either the
prospect has a problem that they are finally dealing with
or they have a dream they are now ready to pursue.
The problem-solvers have had enough: they tried a variety
of solutions and nothing has worked. Now they are coming to
you. The dream-makers have reached a crossroads: they have
a "fire in the belly" and are eager to act. They
think you're the one.
Both sound motivated to buy, so you're tempted to devote
your schedule to them. The question: are they really ready
to move?
How to spot: Both have a story and want
you to hear it. The problem-solvers are running away from
something: either an imagined fear or a problem that's already
happened. They want it avoided or fixed. As soon as possible,
thank you very much.
The dream-makers are running towards something. They have
been successful in one area and want to expand on their achievement.
Or, they are between adventures and had a "aha"
moment. They want to seize the window of opportunity before
it closes. They have a need for speed.
What to do: Don't buy into their urgency.
Let them talk for a while then drill down to the details.
Listen to the language: How do they tell their story?
If the problem-solvers are in blame mode, run away. They
are looking for a new target. They also may not have the resources
to work with you, so prepare them for sticker shock. The "we'll
work with you when we get the money" day never comes.
As for the dreamers, look for concrete plans and ideas.
If they haven't thought the vision through, they may need
more education. Put them on your "send article"
follow-up list and check in later. They also may not be as
serious as they sound when details come to light. Test them
by explaining possible next steps and see how they react.
"Wow, you've given me a lot to think about" is a
typical "I'm not ready" response.
You Must Choose
Every inquiry is a compliment. It's a sign that all your
writing, speaking and networking is working well. But don't
let the flattery clog up your sales schedule. Be grateful
and gracious to all, and focus on who is really ready to buy.
And watch your close rate soar!
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker
Services, has generated millions of dollars in speaking fees,
book advances and ancilliary income for her clients. Sign
up for her free market intelligence at http://www.SullivanSpeaker.com
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