Most sales professionals hope to know at the end of their presentation whether the customer wants to move forward. Yet, the timing doesn’t always work out that way due to reasons beyond the rep’s control, i.e., although they’d prefer to be the last vendor presenting, there might be presentations following theirs—or although they’d like to be the one to present to the board for final approval, they don’t always get the opportunity to do so.
In that waiting period between presentation and customer response, the sales representative can still reach out to the customer with a thank you note, with additional supporting material, or with anything else that makes sense. Yet, there still may be a short period of time where they’ll simply need to wait for an answer. Some sales professionals find that their minds fill with worried thoughts during this waiting period. They may think: What if they don’t accept my proposal? I need this sale to make my quota this month. If I don’t get this sale, my job is on the line. All these thoughts will do is cause stress; they won’t change the outcome of the sale. Sales professionals can only control their own actions and put their best foot forward. After they’ve explored the customer’s needs, wants and challenges—and offered their best solution—the next move is the customer’s.
Instead of stressing while waiting for an answer—remember, worrying won’t change the outcome— try strategizing instead. Consider that your customer will have a finite number of responses. Let’s take a look at four likely categories of responses.
1. The customer will say let’s move forward.
2. The customer will have an objection.
3. The customer will decide not to make a decision now, as they’re not ready.
4. The customer will tell you they’re going with someone else.
What would you do in each case?
Number one is easy: Process the sale.
Number two: Can you address the objection?
Number three: Can you explore the reasons for not being ready? If the customer is truly not ready, make sure you cycle back at a later date.
Number four: Did you miss something in the discovery process? Is there still time to go back? If not, are there other opportunities either now or in the future? Are there other departments or individuals within the organization that may have a need for your product or service?
Once you have your strategies in place, it’s time to sit back, let go of your stress, and contact a new prospect during this waiting period. Keep your energy moving, and keep your sales pipeline full.