In my world, not everyone is ready to plunk down cash to have me help them do their social media or lead generation programs. I’ve never promoted myself as the cheapest in the industry, and I don’t deny it. I hear what people say about me, and to be honest, while it does register, it’s not something that I hang onto.

So sometimes, sales take a while to close. Research shows that 80% of sales are closed in 12 or more touches, and so I have taught myself to be exceptionally patient and to NEVER assume that just because someone doesn’t close in 20 seconds that they’re a “garbage” lead.

I have a client who recently closed with me. I met him 3 years ago when I was doing a presentation, and he approached me and said, “I’m not ready for this, but when I am ready, I’ll come calling.”

Now, I’ve taught thousands of people since that day, and did I realistically think that I’d be able to keep track of that conversation? Nope. But before I left him those 3 years ago I made sure he was on my mailing list, I connected with him on Facebook and on LinkedIn.

For 3 years I didn’t hear from him. Not a peep. And then one day, I get an email from him, and right as rain he was true to his word: He had been watching me in the intervening years, and building up his business to the point where it made sense for him to engage with me. He was ready!

My point is that many businesses will look at that guy 3 years ago, and brush him off as an unworthy sale. He wasn’t ready to close so why waste my time?

But I was exceptionally glad I’d ensured that he was in my system, being nurtured in my lists, and connecting with him sporadically on the various social networks. But he was watching me the whole time, seeing if I was true to my word, and seeing how my services evolved into something he deemed to be useful.

Some sales I chase down almost daily because they’ve indicated that they’re interested right now. For those, I don’t let up until they (usually politely) say “no.”

But never EVER assume that just because someone isn’t ready today, that it means they’ll NEVER be a customer! Love them with emails that have value. Charm them with social media posts that make them laugh/cry/think/whatever.

If you don’t have this kind of system in your business, you could be losing tens of thousands of dollars in lost revenues simply because you’re not cultivating the hoards of “not quite ready” clients, who one day WILL be ready! Why would you EVER do that to yourself?

The moral of my tale is quite simple, but it is two-fold:

1. Automate your systems so that you can keep these prospects warm, loved and engaged.
2. You never know when they’ll be ready, and you never know who’s watching, so be consistent, authentic and real 100% of the time.

This has worked wonders for me, and I know it’s working wonders for many other businesses out there. Make it work for you, too.

Cheers!

Rebecca