When you try to enroll someone and it doesn’t work, there’s typically two reasons:
The first is when we try to hard, when we push, when we try to persuade.
Good news for you: you can stop doing that. Boom: instant improvement in sales, fun, and relationships.
The second reason is when we try to steer a parked car.
Some people just aren’t in the market.
Oh they might have the problem you solve, and they might need it, and they might have the funds to invest – but for some reason privvy only to them, they’re not going to buy.
At least, not from you, or not at this moment.
It’s actually quite easy to tell, too.
Everybody, especially potential buyers, give signals.
It’s your job as the provider of a product or service, to read those signals, and you do that by applying empathy.
Stepping in the other person’s shoes, and asking yourself what the meaning is of the signals you get.
Very often, you’ll find that when you take the pressure off and you stop trying to steer a parked car, the conversation changes and something useful happens.
Could be they give you permission to follow up at a later date, or they might think of someone to introduce you to, or they might ask you the key question that actually does ready them to consider a purchase.
Whatever you do: listen in to the conversation in someone’s head, read the signals, and never be afraid to stop trying to steer a parked car.
Also published on Medium.