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The One That Got Away

You REALLY wanted that client to say yes, but she’s going to hire someone else. You’re bummed into paralysis.

So go ahead and lick your wounds with a venting call to a fellow owner, a sweat-releasing workout, a good cry, or endorphin-boosting chocolate  – whatever bounces you back from life’s disappointments. 

Now, calibrate a couple of expectations before your next pitch.  First, know that there’s really no one deal that will make or break your business. (But if cash is tight, or you’ve a new business for which you’re eager to validate proof of viability, you may feel otherwise.) 

Second, despite your best efforts, you’re not going to close every prospect. In fact, if you do close every deal, you’re either the world’s most amazing pinpoint marketer of all time, or you’re pricing your services too low. You can check with your industry’s trade organization to confirm the norm for your field, but 30% no-go’s are a reasonable expectation, even with focused marketing and fair-market pricing.

Finally, fortified with renewed energy and a clearer perspective, get back out there and build up your pipeline of qualified prospects! Having plenty of qualified leads in the pipeline keeps you from focusing a disproportionate amount of importance on a single deal or prospect. It’s not as disappointing to let one deal go when you know there are other fish in the sea!

Bonus tip: Like all my marketing and sales advice, this also works for dating, and vice versa. Check out the book Love in 90 Days, by Dr. Diana Kirschner, for such tactics as “The Pair and a Spare”!

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3 Responses to The One That Got Away

  1. Eddie Coker February 7, 2013 at 6:28 am #

    Great post Dodie. The paralysis part really really resonated with me. And as you indicated, the bounce-back part is so key. An hour of stacking firewood after a “frustrating” event that occurred in my business yesterday put me right back on track. “Fortified and renewed indeed.” Thanks for the confirmation!

  2. Stewart koesten February 7, 2013 at 7:01 am #

    Dodie, the pipeline is the reason I’ve always been uncomfortable to rely exclusively on passive referrals.

    • Dodie Jacobi February 7, 2013 at 10:22 am #

      Great point Stew! A proactively populated pipeline is the only way to exert any degree of control in the ultimately uncontrollable!

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