If you’re in sales, there are two things you can count on:
- You’re going to rely on email as a core communication tool
- Prospects are going to go dark on you
It’s a particularly frustrating experience when prospects seemingly disappear. Part of the reason for this is that there’s a bit of a time warp from the perspective of a sales rep vs. a prospect/buyer. I advise people to realize that to a sales rep, every day feels like a week, but to a buyer, every week feels like a day.
Take a situation where a prospect who has promised to respond has “gone dark” for two weeks. To the rep, this feels like they’ve disappeared for almost ten weeks. To the buyer, they feel like they’ve missed their promised date by two days.
While that time warp certainly varies and there’s no science behind it, it illustrates the ambiguity that exists. If a salesperson acts too aggressively or desperately, they could create the very problem they’re worried about avoiding. Wait too long, and the prospect could easily forget about things or have their attention diverted to some new issue. (Time kills all deals.)
I sell as only a part of my overall responsibilities here at Imagine, and I deal with at least one of these situations every week. Full-time sales reps may deal with this every day.
This is where the breakup email comes in.