That dreaded silence from a prospect can be one of the most frustrating experiences in sales. You’ve built rapport, identified a need, presented your solution, and followed up diligently. Yet, all you hear is… nothing. What went wrong?
If this scenario resonates, know that you’re not alone. Many sales professionals face this challenge: a seemingly promising prospect suddenly vanishes. The key to unlocking this mystery lies with the prospect themselves. While you might have executed the ‘right’ steps, something prevented them from being candid about their decision-making process.
Often, prospects avoid expressing concerns or objections to spare your feelings. Subconsciously, they might perceive that your primary focus is closing the deal, leading them to withdraw rather than risk disappointing you. Your approach should prioritize creating a safe space where prospects feel comfortable sharing their honest thoughts throughout the entire sales cycle, without fear of your reaction.
When communication breaks down, don’t push forward; instead, take a step back to mend the fractured connection. Here’s a strategy to try:
Reach out to the prospect with a sincere and disarming approach. Instead of the typical follow-up, try this: Call them (avoid leaving voicemails; email only as a last resort) and convey a message of apology. For example, “Hi [Prospect Name], it’s [Your Name] from [Your Company]. How are you? I’m not calling to push the project forward. I’m calling to apologize. I haven’t heard from you recently, and I suspect I may have inadvertently dropped the ball. I’d appreciate any feedback you’re willing to share so I can improve in the future.”
By apologizing, you demonstrate humility and a willingness to accept responsibility for the communication breakdown. This often surprises prospects, dismantling their defenses and encouraging them to share their true feelings and concerns. It shifts the dynamic from a sales pitch to a genuine effort to understand and improve the relationship.
Give this approach a try, and see how it transforms your stalled deals.