The Cash is in the Follow-up
It is not very often that a sale is made on the first visit.
To see what I mean, go to your local mall and do some research.
Sit outside any store with a single entrance, so you can track the people going in and out of the store.
Note how many people go into the store and leave empty handed.
Compare this number to the amount that leave with a purchase.
Don’t Give up on People Who Don’t Buy, Follow-up!
If you really keep track during your mall visit, you will probably note that the buyers are not first time visitors.
It has been documented by The National Sales Executive Association that the average sale is closed as follows:
- 2% on 1st contact
- 3% on 2nd contact
- 5% on 3rd contact
- 10% on 4th contact
- 80% on 5th through 12th contact
This means you must be prepared to go over your information multiple times with prospective customers before they actually buy from you.
There are many reasons that may keep someone from buying at any one time.
The more times you present the information to them, the better your chances are that things have changed and you will be able to close the sale.
This doesn’t mean you have to pester people relentlessly with your products. Use tact and diplomacy to present things to them properly.
Ask them questions to determine what may be holding them back and show how you can provide a solution to the issues they perceive.
You may find this difficult at first, but over time, you will get used to taking rejection better and handling follow-up conversations more masterfully.
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