Every salesperson knows the adrenaline rush of landing a new customer. Yet, an aspect of sales often glossed over is the untapped potential in reconnecting with unsold customers. This subject has always been close to my heart and I explore it in detail in my book, The Master Salesman: Jesus and the Art of Service.
In the world of sales, the pursuit of new customers usually overshadows the goldmine of opportunity that unsold customers represent. It’s easy to consider them lost causes, but let’s challenge that notion today. This isn’t about merely adding another sales strategy to your playbook. It’s a positive pursuit grounded in the desire to provide value and help people.
Understanding the needs of your unsold customers can dramatically alter your sales dynamics. Let’s not forget the axiom “Your customer wants to buy. He needs you to help him believe.” By reaching out to unsold customers, you gain profound insights into their unique needs and preferences, which helps you refine your offerings. This falls perfectly in line with the IDEAS Sales System I’ve developed. The “Discovering” and “Evaluating” steps are crucial here, as they involve extreme active listening and taking time to truly comprehend what the customer is saying.
But it doesn’t end at understanding their needs. Building relationships takes center stage. Even if the initial interaction didn’t result in a sale, keeping the communication lines open may lead to future opportunities. We’re talking about providing value beyond the immediate transaction, which dovetails nicely with the second principle I teach, the Triad of Belief. It’s about belief in your industry, your company, your product or service, and then transferring that belief to your customer.
One reason unsold customers are vital is their capacity to offer invaluable feedback. Remember, these are people who were interested enough to engage with you but decided not to buy. Understanding their objections or concerns could provide you with the key to unlocking refinements in your product or service. We can draw an interesting parallel here to the scriptural teaching: “Ask, and it will be given to you; seek, and you will find; knock, and it will be opened to you” (Matthew 7:7, ESV). This scriptural wisdom could not be more applicable. By asking for feedback, you seek to understand, and in so doing, you unlock new doors of opportunity.
Your expertise and willingness to share valuable content or industry insights can set you apart. Often, this expression of thought leadership makes unsold customers more comfortable and more willing to do business with you. You aren’t just there to sell; you’re there to help and provide solutions, offering them something of immediate value. Offering solutions doesn’t just mean solving problems; sometimes, it means foreseeing challenges that your customers may not even be aware of yet.
As you navigate the terrain of sales, you’ll encounter countless opportunities for professional and personal growth. Reconnecting with unsold customers can be a path less traveled but filled with immense rewards. If you find value in adopting a holistic and human-centered approach to sales, you might consider exploring it further in The Master Salesman: Jesus and the Art of Service. Additionally, I offer one-on-one Training, Coaching, and Life Coaching at Closer Classes to help refine your sales strategies and navigate these sometimes complex relationships.
The customer is ready to buy. He needs you to help him believe.
The untapped potential in unsold customers offers not just a sales strategy, but a pathway for both professional and personal growth. By reconnecting with them, you don’t just aim to increase sales but to offer real value and build long-lasting relationships.