Strategies For Handling Non-Responsive Clients In B2B Sales

Over the many years of my career, I've encountered a wide range of scenarios in B2B sales. One challenge that frequently arises is dealing with non-responsive clients. This is inevitable and can happen at any stage of the B2B sales cycle. Understanding the reasons behind a client's lack of engagement is key to devising an approach that will move the deal forward.

In B2B sales, challenges such as non-responsiveness are not always a sign of disinterest. More often than not, they stem from competing priorities, misaligned timing, or a lack of perceived value. The key lies in recognising these underlying factors and adapting your approach accordingly. A well-structured strategy—rooted in patience, persistence, and insight—can turn silence into meaningful engagement.

In this article, I discuss the different reasons why customers could be non-responsive and share sales follow-up strategies that could help you. 

Early-Stage Challenges: Top of Funnel

Encountering non-responsiveness at the very beginning of your sales journey can be discouraging, especially when you're working hard to convert sales funnel leads into opportunities.. However, it's crucial to dissect the root causes. The reasons underlying this behaviour are often varied, but they can be broadly categorised into a few key factors.

Priority

While you may identify what looks like a perfect client, they may not view the services you offer as an immediate necessity. If the current influx of work is keeping them busy, your service might not be a priority for the decision-makers, even if you have champions to advocate for you. Recognising this misalignment in priorities is a crucial step. Identify ways in which additional information can be provided so their priority changes.

Value

The value proposition you present plays a significant role. If potential clients don't perceive your company's value, they're less likely to show interest. To combat this, consider leveraging case studies and customer testimonials to bolster your credibility and demonstrate the positive impact it has had on similar clients. A deeper understanding of the customer’s behaviour will help you identify personalised solutions. Every email or follow-up should offer actionable insights, solutions, or resources that address the client's unique needs and concerns. 

Trust & Credibility

Another challenge lies in building trust. A potential client might see value in your services, but because they are unfamiliar with your company, they might hesitate to invest their time in you. Trust can be established by offering trials or guarantees. This can ease the customer’s reservations and open the door for meaningful interactions. You can also arrange reference calls with people who can vouch for you.

Status Quo

Lastly, some prospects might be content with their current vendor and could resist change. Understanding and respecting their stance can save you from expending resources on fruitless endeavours. If you do manage to get the client on a call, try to identify the gaps the current vendor is not filling and tailor your pitch to address the gap. You can also try addressing issues or pain points in other areas that are not part of your core service to get your foot in the door.

Navigating the Centre: Middle of Funnel

As the sales journey progresses and clients move deeper into the funnel, non-responsiveness can manifest in slightly different ways.

Solution

During solution discussions, if a client becomes unresponsive, it's essential to reevaluate whether the proposed solution genuinely aligns with their needs. Why do they perceive the solution differently when we thought it was the best for them? Introspect, think differently and identify a proposition they cannot say ‘no’ to.

Commercials

Initial financial considerations can also be a factor in mid-funnel non-responsiveness. Budget constraints might lead to hesitation on the client's part. But if the client is still open to working with you, consider restructuring the whole contract or financially engineering the commercials. This might rekindle their interest in engaging with you. 

Packaging

I’ve noticed over the years that when a client wants end-to-end digital marketing services, and we bundle all our services and give it to them, they get overwhelmed. Introducing services gradually can prevent clients from feeling overwhelmed while giving us a deeper understanding of the client and their business. Offering an incremental approach allows them to acclimate to the changes and appreciate the value our services bring to their operations.

Competition

Even if your offer is compelling, your competitor might offer something even better. This is why building a strong relationship right from the start is important, as it can position you as a preferred partner even in the face of tempting rival offers. In scenarios where you have built a strong relationship with high trust, the customer may choose to share the rival offer or solution, providing you with an opportunity to match or better the offer. 

Tail-End Non-Responsiveness: Bottom of Funnel

As the sales journey nears its conclusion, non-responsiveness can continue to present challenges.

Decision-makers

Is the person you are speaking to the decision-maker? Do they have the authority to make decisions? Often, when the trail gets cold, it could be because your contact in the organisation does not have the authority to make decisions, and they are unable to introduce you to the decision-makers. It is important to network at the top, identify the decision-makers and try to involve them from the beginning to avoid delays.

Consensus

It is not enough to identify the decision-maker. In B2B businesses, the decisions are big and involve a higher risk factor. This means there will be multiple stakeholders, each with their own motivators, trying to minimise the risk of making a bad decision. This, however, is not good for the salesperson. In such a situation, the individual and collective criteria used to assess a deal have to be understood so you can arrive at a strategy to drive consensus. Identify the champion within the deal who can guide you on how to build consensus.

External Factors

External factors such as the geopolitical situation, economic conditions, natural disasters, etc., can play a role in the deal not closing. In such scenarios, it is best to acknowledge that the situation is not in your control. Offer any assistance you can to the client and exit the deal cordially. 

Deceleration

Despite your best efforts, any of the reasons mentioned above (even from the previous sales funnel stages) could resurface again. Watch out for slower responses compared to what you had experienced in the previous conversations, especially keeping in mind deal closure dates. Are they negotiating with the competition? Are you plan B? If so, identify the exact reason and act accordingly. 

In conclusion, non-responsive clients are an inevitable aspect of B2B sales. By understanding the underlying reasons and tailoring your approach accordingly, you can transform challenges into opportunities for growth and collaboration. Regardless of its outcome, each interaction contributes to your knowledge and experience, ultimately shaping your approach and strategies for future engagements.

Authors

Ganapathy Sankarabaaham

CEO & Founder

Sriram
Purushothaman

Head - Sales