Playing The Waiting Game

Persistence pays when it comes to securing new business accounts. Yet knowing when to withdraw in the sales cycle is an art. The last thing you want to do is appear desperate or overanxious. Decision-makers sense it. They deal with many vendors on a regular basis and know who's credible and who's not.
 
Determination is necessary in business. When others won't listen because they are too busy or the time is simply not right, how far should you go? When making initial calls to close that first appointment, be as persistent as you'd like. That is the time to leave several short voice messages if required. Ask for what you want. Demonstrate your abilities, talents and reasons for why you will benefit others with your product or service. Believe in yourself and this will come through.
 
It is also a good idea to request specific meeting times where you are available. Being too accommodating to others signals desperation. Create your own busy schedule. Never apologize for saying what you have to say, so long as you are passionate and believe in what you have to sell. Decision-makes will admire you for your persistence and strength to fight the many nay sayers out there. You will even turn some people around who weren't giving you the time of day 3 or 6 months ago. A connection is a connection. Period.
 
Thus, at what point should you withdraw from Mr. Prospect? If making consistent calls to John or Sam lead you to that first appointment, but neither of them are ready to move forward with you but you know or sense they are interested, back off. Give them breathing space to think it over. Indicate that you are busy with other appointments and clients. Follow up when they say to follow up. Doing so too soon will show desperation and put you at a disadvantage. This is the stage to stay cool when your very instincts are telling you to call back to see what they've decided. Resist the temptation.
 
Playing the waiting game is a skill. There are times to persist and there are times to withdraw. People are different. What works for Jane might be totally different from what works with Jesse. Taking notice of their individual behaviours and play with the information they provide. Allow others to be enthusiastic about your business. Allow others to come to you when they are ready, and, when they don't, do not push too hard. You might lose out on a deal that could have happened down the road.
 
While some people are afraid of being too persistent, others are not motivated to take charge. They are blocked by fear and feel others will get annoyed. This thinking is absolutely wrong and debilitating. Learn when to talk and when to walk. Learn when a "no" is a "maybe later", and always take steps forward whether its with someone new.
 
Posted: December 2006
(c) Nicole Attias & Associates