Engagement & Micro-Commitments
What is Prospect Engagement?
Prospect Engagement refers to the depth, quality, and frequency of interactions between a salesperson and a prospect during the sales process.
This is important because high levels of prospect engagement indicate a greater likelihood of closing the sale. High prospect engagement reflects their sincere interest and commitment to buying. This is why the prospect’s level of engagement is a powerful qualifier.
How Engaged is the Prospect?
Engagement in the sales process should be reciprocal, with both the salesperson and prospect being equally invested. During the sales process, do an assessment of the prospect’s engagement level by asking yourself questions like:
Do they match my efforts?
When I give, does my prospect give back?
When I ask for small, reasonable commitments, do they accept or negotiate an alternative?
When we agree on commitments, do they keep them?
Are they invested in the process?
Watch and listen, both objectively and intuitively, for engagement and the progression of that engagement.
Strategies for a Disengaged Prospect
If your prospect is not engaged, do an honest self-assessment:
Do you need to adjust your communication style?
Is there something you are doing or saying that is causing the person to distrust you?
Are you talking too much and listening too little?
If your answers to the questions above are “No” then you have 3 choices:
1. Dilute the Stakeholder’s Influence
Build connections with other folks within the organization.
2. Leverage the Take-Away
The take-away can actually pull a prospect closer to you because most people want what they can’t have.
Disruptive emotions such as fear, insecurity, and attachment hinder salespeople from using this tactic. Most salespeople are afraid to send The Breakup Email™ or challenge a prospect with something like this during a call...
“I’m sensing that what I’m saying is not connecting with you. The last thing I want to do is waste your time and my time. Is there something I need to do differently, or should we just shake hands and go our separate ways?”
3. Walk Away
If the deal is small or unqualified or the prospect is beyond unengaged.
Prospects come back when you are willing to walk away.
Ask for Micro-Commitments
During each conversation with a prospect, high performing salespeople ask for small commitments. These include:
The next meeting date
Access to another stakeholder
Data and information
Competitor’s collateral
These asks increase win probability because small commitments lead stakeholders to make larger commitments.
Deals with forward momentum have a higher win probability and a lower chance of stalling. This is why you must never, ever leave a conversation with a prospect without a firm next step.
Additional Resources
Articles
Sales Emails
Readings
Sales EQ- Chapter #13
