Every year your sales manager adds up your “Yes’s” and your “No’s.” And in both of these buckets resides a few of each. I mean after all, that’s sales. There’s always a few when compared against the hundreds or even thousands you tried all year to persuade. But there’s another bucket, another category of leads that needs to be measured with far greater emphasis then were your wins and losses. It’s that category of lead that, year after year, actually by contrast to the other two, is filled to the point that it’s spilling over and out of its container.
It’s the “Unknowns.”
What came of those perpetually silent buyers you doggedly pursued? You know the ones. You’d try tirelessly to apply the techniques outlined in your latest Dale Carnegie read, only to see each of your efforts met with a roaring silence that seemed to grow antagonistically louder with each try? Not even a “No” out of them. Just silence. A screaming, nagging and endless quiet. Read the rest of this entry »