Prospect Says "No."
Post-Mortem Audit
When enough buyers say “No,” and they tell you the truth, then you can truly evaluate your sales process.
So how do you get the truth and conduct a post-mortem audit?
Begin by conducting a survey with all leads on a continual 90-day rotational basis, according to Russell Kern, in a recent article in Target Marketing (www.targetmarketingmag.com).
Asking the following questions will give you the data to determine the financial volume of your sales pipeline and ROI of your marketing activities:
- Did a sales rep contact you?
- How would you rate your experience?
(1 to 10: 10 = good; probe for details) - Were all your questions answered?
- Did you buy the product that you inquired about?
- If so, from whom?
- If so, how much did you invest?
- If you did not buy, do you still plan on buying in the future?
- When do you plan to buy?
- How much do you estimate you will spend?
- Would you like any contact from us now to discuss your needs?
Conducting a post-mortem audit will not only give you info about where your sales process failed to perform, but it will also identify buyers who are still in the process and who want to keep you on the short list.
Call or e-mail me if you’re interested in conducting a post-mortem audit on the accounts that have said “No” in the past year.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing