It takes time and effort to land a meeting with a prospect. All too often, though, decision-makers flat-out say no to your meeting requests. It’s usually nothing you did—it’s simply that the prospect has had bad experiences with salespeople in the past and wants to protect their time.

Bestselling author and sales speaker, Anthony Iannarino, says sales professionals should understand the bad behaviors that lead to hearing “no.” When you understand why decision-makers resist your request for a meeting, you can take steps to create a better interaction that will inspire them to schedule you in.

In this issue of Promotional Consultant Today, we discuss Iannarino’s thoughts on why prospects refuse meetings and what you can do about it.

They believe the meeting is a waste of time. This is the core issue behind every objection, according to Iannarino. Decision-makers don’t want to sit through another unhelpful, unproductive meeting. They have likely already endured dozens of meetings with sales professionals and didn’t get the outcome they wanted. These prospects are not particularly eager to schedule more meetings. When you want to land a meeting with a decision-maker, be upfront that you’re not going to waste their time.

They don’t get value. Decision-makers usually agree to sales meetings because they need help improving their results. This means they need to learn something new. However, most salespeople create too little value during the time their prospect set aside for that education, says Iannarino. Instead, prospects have to listen to a canned speech about the salesperson’s products and services.

They don’t want to hear about your “solution.” Iannarino says the word “solution” strikes dread in the heart of would-be buyers. They’ve heard it too many times and they’re wary of it. Other salespeople have quickly pitched their offering as a “solution,” and decision-makers just aren’t interested in hearing it anymore. Iannarino suggests that sales professionals promise they won’t pitch, but instead provide an executive briefing—even if there is no progress toward a deal.

They’re unprepared for change. Another reason decision-makers turn down meetings is that they are resistant to change. You can help change the status quo by sharing insights in advance of any attempt to open a conversation about change, says Iannarino. Nurture the relationship before immediately asking for their business. Remember that change is necessary in sales, but that doesn’t make it any less uncomfortable for decision-makers.

They don’t believe they need a salesperson’s help. Many decision-makers try to go it alone. They research online and mistake information for insight. They overvalue facts where experience and good counsel is needed, says Iannarino. That’s why it’s so important to make your first shot count, he says. Provide your prospects with an insight or perspective that completely rocks them. You want to show them that you have valuable knowledge that they don’t have.

Decision-makers often turn down meetings because of negative past experiences with sales professionals. You can show that you do things differently, whether that means being upfront about not wasting their time or coming prepared with a valuable insight.

Compiled by Audrey Sellers

Source: Anthony Iannarino is a bestselling author and internationally recognized speaker on sales, success, personal development, leadership and entrepreneurship.