After you make a sales presentation or deliver a proposal, you must stay present in your prospects’ lives. The longer a prospect takes to make a decision, the greater the possibility that fear will develop when you’re not there. Therefore, to effectively handle your buyers’ fears, you need to regularly talk to them to see if uncertainty is growing.
This can be hard to do because now that your customer thinks they have all the information they need from you, it’s harder to reach them. Have you ever noticed how easily you can get through to customers when they need information — and how impossible they are to reach when they think they know everything? This is one reason why I always emphasize the need to request some form of action from your customer—such as another meeting or phone call—at the end of every contact you make, and especially at the end of your sales presentation. This ensures that you get face-to-face with your prospect at the time when fear is most likely to become a factor.