I’m a huge advocate of qualifying and spending time only with prospects that will probably buy from you. I also subscribe to defining a hard stop for prospects. After x touches without an appointment, send a break-up email and move on – x can be six or ten or whatever number you like (six to ten is probably a good range). However, as I’m writing this post, I just received a first contract from a client that I’ve been calling on for four years. They didn’t take an appointment with me until about a month ago, so why didn’t I pull the plug earlier?
There are two things to consider when making an exception to the “hard stop” rule – the fit with the prospect, and the effort that you put into calling on them. In this case, it’s a very good fit. It took four years because of their priorities. I knew we had a business fit and a cultural fit, and they knew it, too.
Regarding effort, I kept them on my marketing list and reached out to them only if it was convenient. I stayed in touch with minimal effort. Every now and then I’d drop their key people an article and always stayed in front of them with my regular email newsletter that we used to do.
It’s time to pull the plug when you reach your hard stop. The only exception is when you know it’s a perfect fit. Even then, make minimal effort until they’re ready.
One last note: I originally wrote this post in June, 2014. I’m on my fifth major engagement with this client, and have become part of their team. Their CEO has referred me to several other companies, three of which have become clients. I’d say we had a pretty good fit!
