Practical Sales Training™ > How To Lose The Sale > Obligation
What is it?
Making your potential clients feel obligated to respond to you or to do anything is just plain wrong. If you emailed me and I didn’t respond, I’m not being rude – I’m just not interested.
Why does it work?
My clients, students and even myself have received emails where a cold outreach has turned sour because the recipient “hasn’t had the manners to respond”. What’s happening here is the person making the outreach is becoming frustrated at their lack of progress and is seeking to take this out on the “rudeness” of the people who are ignoring them.
Although I can understand this, I can’t condone it. You can’t expect to build a strong relationship with anyone on a foundation of resentment and obligation.
If someone doesn’t respond, move on. Don’t chase them, replace them.
How can you use it?
However stressed you are or however offended you feel, if you take out your frustrations on your potential buyers then it’s a short cut to destroying any opportunity with them. If someone is ignoring your advances, they probably aren’t interested and that’s ok. Take your energy and place it into finding new potential clients and opening new conversations – not being rude to the people who have chosen not to respond.
Hypothetical Example:
A marketing consultant sends a cold email to a prospect about their services. After no reply to the first two emails, they send this:
“I’ve sent you three emails now, and it’s really bad manners not to even reply. Is this how you treat all your potential partners?”
This message instantly alienates the prospect. Rather than winning them over, the consultant comes across as desperate, pushy, and unprofessional. Even if the prospect was initially interested but busy, this email kills any chance of working together.
A better alternative would be:
“I understand this might not be a priority for you right now, so I’ll step back for the moment. If things change, here’s how you can reach me.”
This keeps the door open for the future without making the buyer feel pressured or guilty.
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