What happens to a prospect when they go dark and getting to the real objection
When I first started selling, I often experienced the following scenario.
I’d have a meeting thinking I totally nailed it, only for the prospect to go dark after my attempts to follow up.
What the heck was I doing wrong? Well there were a few things, I’d made a classic error: I’d fail to uncover the secret objection my prospect still had at the end of our conversation.
Unless you directly ask, it’s easy for a prospect not to reveal their actual objections to buying. Not only is it too hard for a prospect to pin down the objection on their own, but there’s a stigma associated with rejection, and they don’t want to feel like a bad person by doing it to you.
Also, although the prospect realised both a pain and solution, they were still stuck with an existing process and habit which is hard to break.
On my side, there was still a lot of work to do if I wanted to consistently move these deals forward. The way you can motivate someone to make a change is to continue to play investigator. A few questions I like to use are:
- Do you want to change this? (sounds simple, but no one asks this)
- Where would making a change like this sit on your priority list? (get specific, are you in their top three or bottom three? you can learn a lot here. maybe you can solve other priorities and they don’t know it yet)
- How committed are you to changing this in the next ______? (this gives you a sense of timeline to close/implement assuming you’re on their priority list)
These questions sound basic, but surprisingly very few have a habit of explicitly asking them.
What is your strategy to face this situation? Leave your thoughts and comments below!
