But I Enjoy Banging My Head Against The Brick Wall!

The world shrank again this past week.

As I sat in Denver at the Red Carpet Club I overheard a conversation (not that I was eavesdropping) that sounded a heck of a lot like it was between folks in our business.

There were tell-tale industry buzz words that just told me I should reach out and say hello.

It turns out Mark was a divisional manager for a major product manufacturer;  he was headed to Wichita to visit his wholesaler.

Conveniently, I was headed to Wichita as well.

During our 60 minute flight we played the “Wow, it’s a small world/who do you know?” game and we swapped sales tales.

I was reminded during our conversation of a bedrock piece of sales best practice that we sometimes lose sight of: not wasting time with dead leads or promises not fulfilled.

Back in the 90’s, as I built my book of sellers for Oppenheimer Funds, I was tenacious and persistent.

The more a prospect offered resistance, the harder I sold.

Dan was a broker upon whom I called frequently. He was a massive producer and wrote almost none of my product. For years I diligently called on Dan each time I came through his city.

Each time Dan promised to review the material, present a product, order a hypo – something, anything.

The “competitive me” knew I had to slay this dragon – Dan was going to be a top producer.

Or not.

After three years of beating my head against the wall (hey, I’m a little slow) I finally cut bait and took Dan out of the rotation – he was wasting my time.

I had allowed the chase of the big producer to cloud my judgment.

Looking back, I know that I let this pattern repeat itself. After all, great sales professionals stay after the prospect until they relent.

And that’s the trap.

Try this: Go through your list of prospects and figure out how many you have presented to, followed up with, and heard false promises from.

Then, make a hard and important decision to just stop.

Have one final conversation with the prospect and say simply, “I have enjoyed our visits, and hopefully the information I have shared has benefitted you. Unfortunately, it’s clear that what I (we, my firm) have to offer does not fit your practice (portfolio) and that’s perfectly o.k.  I wish you nothing but success.”

And then move on.

The competitive you will get over the let down.

The next prospects are just ahead.

And now you’ll have more time to devote to them because you’re not wasting time.