When "Not Now" Means "Not Ever"

by Graham Denton

We've all heard variations of the standard brush-offs indicating that our timing is wrong. Some are blunt and to the point. "This is the wrong time for us to be considering that." Some are long-winded and evasive: "Given our current budgetary requirements, I can't really be enthusiastic at this time about our committing more resources to noncritical developments in the area that we've been discussing. So regretfully I'm going to have to say that...blah blah blah." But whether the line is short and sweet or full of wind, the message is the same: "Not now."

Sometimes that message is the unvarnished truth. For any number of reasons - personal or corporate - you've hit this customer at an inappropriate time. When that's the case, your best course of action is usually to ask him politely when it would be a better time to contact him, and temporarily bow out. Promise to call back at that "better time," and keep the promise.

But sometimes the "Not now" message is code for "Not ever." You'll find out, sooner or later, if that's what's happening, but of course sooner would be better than later, unless you like wasting time. So how do you tell if Jim is sincere when he says "Later is better"? The sales leaders that I know recommend two methods, one direct and one "inferential."

In the direct method, you ask for confirmation. "Jim," you might say, "I know your schedule is just as packed as mine is, and I don't want to impose on you again unless it's really a potential win for both of us. You're not going to hurt my feelings if you tell me right now that there's no way you're ever going to be interested in our solutions. But if it really is a timing thing, that's fine, too: I'll be happy to call on you again whenever you say."

Will you get a straight answer to this direct-method challenge? Maybe, maybe not. But you'll get some answer, some further reaction from the customer that will give you an index of his interest and possible future receptivity. If timing really isn't the issue, you'll give him an out - and save the two of you the pain of another pointless meeting. If timing is the issue, he can reinforce that message. Either way, you'll have made it clear that you're not merely trolling for nibbles. You're serious about what you're doing, you expect the same seriousness from him, and if he's ready to get serious, you would like him to set a date.

OK, so you set the date, and you show up at the appointed time, two months or six months down the line. Here's where the inferential method comes in.

If on this second meeting, Jim throws out another variant of the "Not now" message, you may be able to infer that he's speaking in code. Granted, that's not certain. "Timing" can be a recurrent problem, so there's no guarantee, if Jim postpones things twice, that the third time won't be the charm and you'll be able to do business. But look at the odds of that happening, and be straight with yourself. Remember that every time you call on Jim, it costs you money. Factor that in to your assessment as you make the inference. How much more money do you want to invest before his timing is right?

If you go back and three isn't the charm, the best professional advice is to consider calling it quits. Not forever, maybe, but certainly for another couple of quarters. The customer who has told you three times in a row that your timing is off is either (a) stringing you along because he might someday, somewhere, somehow have need of your services; or (b) embroiled in some ongoing business problem to which your company and your proposal seem merely irrelevant.

If it's (a), he's been wasting your time - something that you should never allow a business associate to do. If it's (b), and you've made attempts to uncover the problem but he won't let you near it, then refer to (a). You need to value your own selling time just as much as your customers'. Customers who respect that principle are worth waiting for. With customers who don't respect it, the timing's always off.

When should you do business with those customers? There are two answers: Not now and not ever.