How to market and sell to people who are not buying

“We need more sales leads”
“Nobody’s buying at the moment”
“It’s a numbers game”

 

Familiar? According to one of the top sales training companies, 90% of the people we are trying to sell to are not in buying mode. So how do you find a buyer? Some telemarketing teams are still trawling through lists in the traditional way, with a much less that 10% success rate. That is not a numbers game, it is a mug’s game. So what can we do?

If you doubt the 90%/10% split, then think about this. If a company has an enterprise computer system of some type, it is likely to have a life of at least 10 to 15 years. I know from bitter experience, those replacement selection cycles will last 12 to 18 months. So the customer was looking 10% of the time, and not looking 90% of the time. You probably have a similar percentage split when looking for a new car – three of four months thinking about or choosing a car every three or four years.

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