In any journey through the realm of sales, the spotlight often shines on new customer acquisition. It’s like a theatrical production where newcomers get a grand entrance, complete with drum rolls and fanfare. But what about those characters who are part of the story yet didn’t make it to the final act? I’m talking about the unsold customers, those individuals you engaged but didn’t seal the deal with. The question is, should they be written out of the script or do they hold a potential role in future performances?
Based on my book, The Master Salesman: Jesus and the Art of Service, I argue that maintaining a relationship with unsold customers is not just advantageous; it’s essential for long-term success. Let’s dive deeper into this overlooked opportunity and see how you can master the art of keeping unsold customers engaged.
First, let’s debunk a common myth: not closing a sale is not the same as failing. There are numerous reasons a sale might not occur—timing, budgetary constraints, or waiting for a feature or upgrade. Not making a sale is not a reflection of the value you offer. Take it from the IDEAS Sales System, which emphasizes the value of each customer interaction as an act of service.
The beauty lies in the fact that unsold customers already have some level of familiarity with you and your products or services. You’ve stepped out of the shadows and into their conscious awareness. This presents a reduced need for introductions and a faster route to re-engagement. As Jesus nurtured and guided His followers, you have the chance to guide these unsold customers towards a solution that can benefit them.
Staying in touch with unsold customers has multiple advantages. It opens doors for keeping them updated about new offerings or changes that might better align with their needs. This is an opportunity to demonstrate your willingness to invest in a long-term relationship with them. Remember, as per the Triad of Belief, belief in your industry, your product, and yourself is crucial in transferring that belief to your customer.
Your unsold customers can also provide invaluable insights. Learning why a sale didn’t happen can offer you the perspective needed to improve your product or service, fulfilling the “Discovering” and “Evaluating” phases of the IDEAS Sales System.
As you ponder over the concepts and strategies I’ve shared here, which are explored more deeply in The Master Salesman: Jesus and the Art of Service, consider the words of Jesus in Matthew 20:28 (ESV): “Even as the Son of Man came not to be served but to serve, and to give his life as a ransom for many.” This scripture underscores that at its core, selling is an act of service and an opportunity to make a lasting impact.
If you find these insights helpful, you might consider diving deeper by acquiring the book, where these principles are discussed at length. Furthermore, if you’re looking to elevate your skills in a one-on-one setting, Closer Classes provides Training, Coaching, and Life Coaching tailored to your individual needs.
The customer is ready to buy. He needs you to help him believe.
This article sheds light on the often-overlooked opportunity of nurturing relationships with unsold customers. It explores the multiple advantages of maintaining these relationships and highlights that not closing a sale does not equate to failure. The approach is based on the concept that selling is serving, and this act can have a transformative impact on your long-term success.