"Not Interested"
What it really means and how to respond
Jeff Molander
Sales communication coach & Founder
Did you know this?
It's tough to receive email objections from prospects. Especially "not interested" objections. I'm sure you've said to yourself, "yeah well, how can they claim to not be interested... when they don't even understand what I'm offering yet?"
Exactly.
This is where the gold is.
Because when decision-makers use these words it is, in most cases, unlikely they are not interested.
The prospect is actually communicating one of four messages.
When you hear "I’m not interested" the customer is usually communicating valuable information ... which is driven by the context of the cold outreach.
It's difficult for us to understand because the customers is hurried, in a rush. They're using shorthand.
Wait a minute, Molander. Can "not interested" actually be an opportunity?
Yes.
Because if they're not interested why didn't the prospect mark you as spam or ignore your email... or hang up on you?
Why did they reply -- at all?
Because there's something else going on!
Don't assume it's true
The worst response to a decision maker saying, "I’m not interested" is to assume it's true, says sales trainer Scott Channel. Our students' collective experience proves this true.
When customers respond, "Not interested," you've:
- 1failed to provoke them into a discussion,
- 2not proven you're worth a discussion and
- 3may have asked the wrong question.
In fact, you may have caused this objection.
But the objection may not be an objection :)
It may actually be an invitation.
Your ask may be too much, too fast
Here's the rub. First, you successfully caused the prospect to read the email and reply. Right? Right!
Second, "not interested" usually is responding to someone asking, "are you interested?" or something along those lines.
Example: Is your cold outreach message seeking a meeting? Is it asking for a conversation -- to see if your solution can be placed? Pushing pains? Trying to convince the prospect you should speak?
Effective prospecting email avoids asking clients to consider your solution -- or even a problem-solving discussion about it.
In most cases our customers are receiving "not interested" because their ask is too big. They are usually asking for:
- 1a meeting
- 2serious consideration
- 3a demo
Seeking the interest of prospects is weak and commonplace. It boarders on begging, looking needy. You're blending in.
Your message is working but vague
In cold outreach vague can work to your advantage. Our students prove this every day. Provoking curiosity is the key.
Thus, "not interested" often means, "I need time to grasp what you're saying" and/or "I don't think you're worth my time even though I have a need."
This happens when you've piqued someone who is super busy. More insight is needed to determine if a conversation should take place.
And this is a good situation! (in disguise)
When we first discovered this a few of my students said, "Jeff it's like we've created an irritation in them." But not a negative one. Just a rushed one. In their haste they rifle off "not interested" although there may be sincere interest in near or future term.
Remember: If they're not interested why didn't they mark you as spam or ignore your email... or hang up on you?
Why did they reply -- at all?
See?
Give me 30 minutes. Literally. Join a small group of us who assembled online recently. We addressed this issue in 30 minutes -- went deeper as part of a 4-part Sales Copywriting Series which is now available as an online course.
You'll take away a tactic to hear this objection less -- and confidently challenge prospects when it happens.
It's time to turn "not interested" into a conversation. I'll show you how our students do it. Let's also discuss in comments below!
Jeff Molander
Founder, Communications Edge Inc.
Jeff Molander is the authority on starting conversations with busy people. As founder of Communications Edge Inc. he teaches a proven, effective communications technique to spark buyers curiosity in sales outreach & marketing messages. He's a sought-after sales communications trainer to individual reps, teams of sellers and small business owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe. Jeff served as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.
