What do we do when our customer goes dark?

March 17, 2019

Sometimes a customer goes dark and we don’t know why.

Here’s what to do:

Don’t panic. I resist the urge to send them a flurry of emails and voice messages. This shows desperation, increases sales friction, and pushes them away.

Give them the benefit of the doubt. Once my client went dark for a month. Turns out he had “shingles” IN HIS EYES. He couldn’t even read my emails, let alone respond.

Don’t manipulate them. I’ve stopped using language like “last time we chatted, you were on board with the solution. What’s changed?”

Stop firing spitballs. I have no idea why they went dark. So, I don’t pitch price discounts, better terms, or free add ons until I get to the truth.

Let them off the hook. I send 1 voicemail and 1 email saying precisely this: “Have you parked [insert my solution] for now, John?” Nothing more. Adding extra words gets me CRICKETS.

Why letting them off the hook works…

If I let them know I’m totally fine if they don’t buy, and don’t ask for a reason why… I often get a response within 24 hours.

80% of the time the reason they “go dark” has NOTHING to do with me, or my product. So I can then pick up the sales conversation right where it left off.

P.S: Whenever you’re ready… here’s how I can help you hire sales reps so your business grows.

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