(Editor, Medicine Zine)
It really would depend on the type of product or service you're selling but in my experience, deciding to just not go ahead with anything means one of several things:
1. Your prospect did not 'fall in love with your product', i.e. you failed to create emotional AND logical reasons for them to buy.
2. Your prospect, for one reason or another, did not want to do business with you (trust issues).
3. (Agree with John Common) Your prospect was not well qualified, in which case there's little you can do.
As to the marketing messages, yes, they definitely need to be different. Depending on which of the three points above apply, I would follow up, keep in touch, educate, establish proof, increase their awareness, etc., etc.
This person has already given you their time and attention. And we all know that it costs 6 times more to get in front of a new prospect than to pitch someone you've already been in touch with. So if you can convert the no-go to a sale, that would add to your bottom line in more ways than one.
Or to put it in numbers:
If a new lead costs you $60 (the number is arbitrary) to advertise, cold call, arrange an appointment, etc.
Statistically, it would cost you only $10 to try to reactivate your no-go prospect.
So, keep at him with follow up until you reach the $60 mark a second time, as if you're pursuing an entirely new prospect. After that, you just cut them off.
Naturally, it would depend on many factors like expected size of order, expected profits and so on, but this is a rule of thumb you can follow to make sure you don't ovedo it and know when to give up.
(Group Head, Superflux ltd)
The prospect simply deciding to do nothing is a strong indicator of disconnect in the sales process.
Did you get the prospect real attention ?,were you able to stimulate interest and being seen to be capable of protecting such interest ? were you able to generate a high level of Desire ? Did you trigger expected Action from the prospect ?
I appreciate John Common and Stella Steven opinion on this question,it will help your second attempt and follow ups.
Generally in sales,prospect don't see your competitor, But they know ''Other Choices''. So in addition to your sales process,you must know ''other choices'' and stay at least one step a-head.
Michael A Brown
With respect, Matt, you appear to be putting the tactical cart before the strategic horse. Indeed, if you “try to overcome the barrier or the types of follow up marketing messages you might send?” you will remain with “no-decision.” Instead, get with your colleagues and answer at least these questions:
From the prospect’s business perspective, how compelling (scale of 11) is the reason for them to do anything? Anything less than seven, you attempted to sell before marketing. Start over.
To what degree (scale of 11) does the prospect “get” the concept of what you proposed? That’s the concept … not the actual product or service. Less than nine, I recommend an educational initiative before re-introducing your product or service.
What aspects of the “buyer’s journey” (formerly known as the buying-selling cycle) did you misunderstand or mess up? How confident are you that, from the prospect’s perspective, those aspects are recoverable? Is recovery still affordable and worth it for your business?
The answers will inform your go-forward (or not) decisions and help prevent getting stuck again.