Losing a Sale: What’s Next?
If you reflect back to the discussion of Smart Prospecting in Chapter 5, we went to great lengths to define our target market. Our definition was based on one or more objective demographic factors. Losing a sale does not change the demographics of the prospect account. Even though we lost the sale, we must place the prospect back in our sales pipeline and continue to work with the prospect in some manner. This is exactly the point we were making when we first introduced you to the Selling Life-Cycle Paradigm, as well.
A “no” today simply means that you place the prospect back into the sales pipeline for continued cultivation. The question that comes to mind is this: What do you do to further cultivate the account? ...
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