Chapter 1: Understanding the Elusive Client

You've just wrapped up a sales call with a prospect who seems promising. The discussion went smoothly, he responded to your questions, has a budget, and is interested in what you offer. Everything appears to be in place, and you’ve scheduled a follow-up meeting.

However, when the time comes for that next call, he vanishes without a word. No notification, no explanation.

Alternatively, he may reschedule but offers vague excuses like a family emergency or a pet issue, without committing to a specific time to reconnect. Or he suggests a more suitable time, accepts your meeting invitation, yet when you follow up, there's no response at all.

Silence.

What’s happening here? You’re dealing with an elusive client—one who occasionally shows interest but then retreats like a prairie dog, popping in and out of your life unpredictably.

Before we delve deeper, it’s important to distinguish between an elusive client and a ghost client. An elusive client might engage with you at times, while a ghost client has completely vanished. Pursuing a ghost client is futile; it's best to let them go. On the other hand, an elusive client presents an opportunity that might still be worth pursuing.

But is this pursuit a good use of your time? Let's break it down.

Section 1.1: Assessing Client Engagement

First, consider how this client came to your attention. Did he reach out to you, or did you initiate contact? This distinction is crucial.

If he contacted you first, it indicates genuine interest in your company or offerings, possibly stemming from a referral or a website visit. Regardless of the source, you have managed to capture his attention.

Conversely, if you reached out via cold call or email, he may only have a passing interest. The elusive client may engage in small talk and respond to your queries but ultimately seems eager to end the conversation. He might agree to a meeting out of courtesy, but he often fails to follow through.

You can identify an elusive client when his level of enthusiasm is notably low.

Chapter 2: Building Trust

In the realm of sales, trust is paramount. Contrary to popular belief, clients are more likely to buy from those they trust rather than those they like. A purchasing decision carries weight; it’s tied to the client's job security and reputation. Therefore, they need assurance that they won't be making a mistake.

Today, decision-making isn’t often the responsibility of just one individual. Companies prefer multiple sign-offs on orders to mitigate risk.

Consider a friend of mine who, during his tenure at a tax research firm, made a solo decision that ended up costing his company significantly. He lost his job and spent a year job hunting before landing a new position.

As Ze Frank aptly stated, "Trust is a confusing thing. It seems so simple, but when you try to pin it down, it can be so elusive."

Trust is often the key to converting an elusive client into a buyer.

Finally, sometimes a client simply isn't interested in moving forward with you. You may have clicked during your initial conversation, but that doesn’t guarantee a commitment.

If you feel like you’re being led on, take a stand. If he suggests you call back in six months, ask why. What will change in that timeframe? If he hesitates, it may be time to let him go.

If he claims to be the decision-maker, ask for a signed contract. If he is evasive, it may also be time to part ways.

Key Takeaway: Pursuing an elusive client can be an exhilarating experience. However, as your frustration mounts and deadlines approach, it may become clear that this chase isn't worth your effort—especially when reliable clients can help you meet your goals more efficiently.