Clients go dark. It happens in sales all the time. It is more common than sales recruiters would like. Putting work into a deal only to have a client go…
Clients go dark. It happens in sales all the time. It is more common than sales recruiters would like. Putting work into a deal only to have a client go dark can be frustrating, especially if you think you were close to closing the deal. Unfortunately, it’s the nature of the beast. Rather than taking it personally and dwelling on it, you need to accept it as part of the sales process and move forward.
There are many reasons why a client may go dark:
When a client goes dark, you can do one of two things. You can give up on them. But this approach would likely hurt your sales funnel and have a big impact on your bottom line.
Or the better approach is to think of a creative way to re-engage the client before the deal is off the table for good. Here are some things you can do when a client goes dark:
When you call out the client for going dark, you risk making them feel guilty, and they will be less likely to respond. Don’t refer to the past, and focus your messages on moving forward with the sales process.
Changing your approach somewhat could help re-engage the client. Rather than using the same close over and over, make it more specific. Ask for different commitments, provide different information, and look for different ways to capture the client’s attention.
If all else fails, try to connect with the client on a personal level. If you know the client is a baseball fan, bring it up in your communications. Once you connect with them, slowly transition back to your sales pitch.
If your conversation is going nowhere with a client, rather than hassle the person who has gone silent, look for another person internally with whom to create a dialogue.
If you have tried all of the above and nothing is working, then it’s likely time to move on. There is only so much time you can dedicate to a lead. Focus your efforts elsewhere.
SalesForce Search is a sales recruiting company which specializes in the recruitment and placement of sales professionals. We recruit salespeople in every sector of the economy including, software, manufacturing, financial services and medical devices. Find the right salesperson for your organization, start your search here.
Jonathan is an Account Executive and Recruiter at SalesForce Search, North America’s premier sales recruitment agency. Previously, Jonathan worked as an Account Executive and Recruiter in the bilingual sales talent market. Prior to his 5+ year career in sales recruitment, Jonathan worked at a music label and is a huge fan of Hip Hop, Funk and Soul music.