Published on 20/11/2007

A question posed to me asked, "I've got a lot of prospects pending, but not a lot closing. What should I do?" This got me thinking about a possible reason, and remedy.

I call it the Cleansing Question. Let me set the scene ...

What percent of the people in your follow-up file at this very second do you feel will ever do business with you? Sixty percent? More? Less?!

You're fairly typical if you answered 50% or less. It's not a good percentage, but typical.

Why? There are several reasons. Consultants like to hang on to prospects, thinking that shred of interest might eventually turn into something. They're right: disappointment, and a waste of time, usually.

Others stake their claim to prospects, tattooing their name on the prospect's record in the "system," just in case divine intervention comes into play and the person decides to call up and order on their own. These consultants then usually pounce upon the order and say, "It's mine. See, it has my name on it."

What is That Question?

Ask the Cleansing Question

But, the main reason consultants have too many "leads working" is that they don't ask the tough questions early enough. You need to find out if the person you're talking to is really a "player." It's always better to get a "no" early than to waste time, effort, paper and postage chasing shadows that never will materialize.

Here is what you need to do starting today.

Begin cleaning up your "non-prospect" prospects now. Ask this Cleansing Question:

"Mr / Ms Prospect, we've been talking for a while now, and have agreed that we'd be able to help you (fill in with how they would benefit.) I want to be sure I'm not bothering you, or wasting your time or mine. Tell me, what is the probability we'll be able to work together in the next month?"

Think of the possible results here.

1. They say, "Zero probability." Great, now at least you can find out the real problem, or move them out. Movement, forward or out, is progress.

2. They give some other probability. Good, but not great. You want to ask what you both need to do to move forward now. Get specifics. Commitments. Ask them to attach time frames to the commitments. Don't allow them to continue putting you off. Again, movement here is success.

3. You just might get the business right now. Perfect. Sometimes all it takes is the nudge to get the boulder rolling down the mountain.

Do some Spring cleaning. Examine your follow-up files. Prepare your own strategy and ask the Cleansing Question.