When The Customer Won't Take Time To See You

"I can't get in the door because they won't give me a chance to talk to them," one of my clients said in a recent coaching session.

Customers often are reluctant to see another salesperson when they are happy with their current vendor. According to some research, if the customer is happy with their present vendor and you attempt to replace them, the incumbent will still win 90 percent of the time. If they are unhappy with the current vendor, they still win 50 percent of the time!

Customers have other reasons for not wanting to see us including: being busy, not having a pressing need, business is off, putting off the decision until later - and a host of other excuses. None of these reasons (including being happy with the current vendor) should discourage you - they are often camouflage put up to cover over the real reason - the lack of compelling, pertinent reasons to meet.

But you say, "They won't even return my voice mail, messages I leave with the secretary or my emails?"

Why not? What has your approach been so far? Did you grab and hold their attention? Were the reasons why you wanted to meet so beneficial to them that they made it a priority to return your call?

Even experienced salespeople routinely offer customer's weak, self-centered reasons why they want to meet. You have undoubtedly heard some of them:

• "Hello, I'm with MetroPhone and we're offering a new phone system that blah, blah…"
• "Hi, I'm Tom with CB Inc. and I was going to be in the area tomorrow and wondered if I could come by to introduce you to our blah, blah…"
• "Mr. Jones, I'm Ted and I sell specialty tanks for MIT Industries and we blah, blah…"

Anyone in sales has made blunders like these, or worse. Typically, when our first round of fire does not seem to penetrate we just keep saying more witless things which further weaken our proposition…

• "Mr. Jones, I'm Ted and I sell specialty tanks for MIT Industries and we have been in business since 1956. We have the largest plant in North Carolina."
• Hello, I'm with MetroPhone and we're offering a new phone system that we've been selling like hot cakes. I've sold ten systems myself this month."

The customer is thinking "So What, BIG DEAL…"! One of my persistent admonitions to clients is: If we keep doing the wrong things wronger, then we only make what's stupid - stupider.

Offering the customer compelling reasons why they should meet with you - reasons that are pertinent and timely to them is the key. Follow some simple steps to get you started:

• Research the company thoroughly. You want to know plenty about their needs, problems, goals, the industry that they are in and its trends.
• Learn as much about the person you are calling on as you can. Who are they and what is their position in the company? What is their role in this purchase decision? What hours do they keep? Will they respond to a letter versus a phone call? Do they use voice mail, email?
• What benefits from your product or service are most likely to be appealing to them? Why? What do other companies similar to theirs like/dislike about your product? Who are they buying from now? Why?

Once you answer these questions you will be better prepared to create relevant, effective reasons why the customer should make time to see you. If you are unfamiliar with, or just need a refresher on the customer's business the Internet is a great place to gather research. Industry publications or trade associations are also information havens.

Getting in to see the customer is a problem today. Every sales professional would benefit from thoroughly researching the customer in advance so that they have a solid sales call strategy going in. Avoid offering weak, ineffective reasons for wanting a sales meeting.

Before your next call, take time to create relevant reasons why the customer should meet with you (Elevator Speech Hook). This will distinguish you from the majority of sales rep's that cannot think of anything persuasive to say.

Now open more doors and close more sales!