Happy Friday, everyone!
This week's poll question comes from RSC member Elaine Bracken:
How long do you typically wait for an indecisive client - one who keeps hedging on his or her answer?
Looking forward to reading your replies!
at February 23, 2017 10:03 PM PST
From Robert L Hunnicutt III on the RSC Facebook page: "If it hits 2 months.... I'm cutting bait."
From RSC member Tom Klein: I do no more than 3 weeks for indecisive clients...then I sit down with them and ask what's keeping us from doing business today?
The concept of an "indecisive client" is not as clear cut as someone who just won't say yes or no.
Until someone says yes, it's a no. And if they are not spending money with you now or previously, they are not a client.
Unless there is a clear cut deadline, like Easter, Mother's Day, or a station event that has a specific date, then you are probably looking at it backwards.
Your goal is to help them by offering a solution to the problem THEY want to solve. If it's not high enough on their priority list, they won't say YES.
Setting artificial timeframes based on the salepersons need to close a sale gives salespeople a bad name.
Dig deeper. Find out if they really want help and if not, move on.
Here's two examples I am working with now:
A auto repair shop that I've used over the years for my cars has never spent any money with me. But they called me in January asking for a proposal, which I gave them. Apparantly it is a low priority for them because despite my visits every 10 days or so to work out details, they keep saying to check back next week. I'll do that but I'm not counting on them ever doing anything with me. I stop in for a couple minutes at MY conveniece now.
My other example is a home improvement company. In December 2014, they said they wanted to look at using my radio station in 2015. Despite regular visits and conversations, they never bought anything in 2015. What they were doing instead took higher priority. It wasn't advertising, it was changing and upgrading several techincal and people issues. In 2016, I continued to talk to them every 6 weeks or so and the whole prime season passed. October 2016 I stopped by to wish them a happy holiday season and to tell them I'd reach back out after the new year to see if they wanted to try us in 2017.
Turns out, they needed to hire employees right away. We created a short month long campaign for about $1000 and that was it. However, once that door was open, we discussed 2017 and to make this long story shorter, In January 2017 we kicked off a $88,000 annual campaign that will probably grow to over $100K this year.
It wasn't my timing that was important, it was theirs. Always will be.
at February 27, 2017 12:35 PM PST
Great post, Scott - thanks for sharing! And congrats on the home improvement account!
