Elusive Prospects Are An “Easy Mark”
How is it that prospective buyers and sellers will express an interest in your services and then just disappear? We’ve already discussed how some prospects will fail to respond because they’re busy. We know that “turning up the heat” with multiple additional contacts is a good way to stimulate a response from someone that is busy. However, this situation is different.
It’s important to recognize that when your prospects fail to respond, their behavior may be motivated by fear. In fact, many prospects are “push-overs” and they know it. They are afraid that if they respond or pursue information, you will get them to go to contract. In other words, they are afraid you will get them to buy or sell something because they are an “easy mark”. In most cases they are right, so the strategy they employ is to avoid you. This is the type of prospect you want to make sure you contact because it’s an automatic sale.
“Easy mark” is an expression that can also be applied to sales professionals. Salesman above other groups, appreciate how much work and effort is involved in the selling process. Because they understand what you are going through, they can be far more compassionate or sympathetic. That’s why it’s been said that the easiest people to sell to are sales professionals. You may have to work a little bit harder to schedule an appointment, but the end result will be well worth it.