How does dealing with crazy-busy prospects impact selling? First of all, they will tend to put up barriers to access. Because they’re protecting their time at all costs, it’s much harder to set up initial meetings. But it goes beyond that.
These days, prospects can’t handle too much complexity, so you can easily throw them into overwhelm by giving them too much information at once. If it’s hard for them to decipher the business value of your product or service, they’ll just shut down and forget about you.
Speaking of forgetting—crazy-busy people are forgetful. They forget that they said they would get back to you. They forget that they were going to organize a meeting. They forget a lot of things—that’s what being frazzled does to you.
And, crazy-busy people subscribe to the “If it’s not broken, don’t fix it” philosophy. That means you’ll have to work really hard to ensure they understand how much better (from a business-value standpoint) things will be if they take the time to work with your company.
Finally, crazy-busy prospects believe that you and your competitors are virtual clones of one another. To them, any differences are minute and any advantages temporary. This makes it a whole lot more challenging to differentiate your agency and avoid price battles.
The good news is that it can be done. You just need to identify what makes you unique and communicate it successfully.
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Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.