Rarely is a
business2business sales call a one-call close. Our products are too varied and sophisticated, and the customer’s buying processes are too complex for that.
If we see a prospect for the first time, and aren’t able to identify an opportunity or start a project in that first call, we don’t want that one sales call to be the only time we
see that prospect. We want to see him again.
For example, let’s say you sell industrial supplies. You have 25,000 items that this prospect could potentially buy from you. Just because you don’t discover a likely project on your first visit doesn’t mean that you won’t on the next.
Or, you may have had a customer call you with a specific need. You presented your solution, and the customer bought. In his eyes, he may think that the need has been filled, the project is finished, and he has no need to see you again. You, on the other hand, recognize that there are an additional 24,999 things he could buy from
you.