Not all prospects will meet you in the middle – yet

By Will Rotondi

If you’ve ever had the misfortune of trying out one of these little puzzles, you know that at first glance, they look simple. Two minutes in, you realize you’re sorely mistaken.


I spent a good fifteen to twenty minutes of my life that I won’t be able to get back just trying to get those two metal balls to meet in the middle by tilting the plastic container back and forth. The closest I got was to keep one there; the other would continue to slide just within reach, but never stay.

Welcome to the world of prospecting for new business. Sometimes you get someone who’s willing to meet with you and have a call. Other times, you’ll think you’ve found the right person, you chase them, and yet you feel like you get nowhere. They keep riding around the outside of your sales focus.

Do you give up? – wish for that time back? Not if you want to keep making business. Those prospects may keep sliding around, but it’s important to remember that they’re still on the board.

The people who don’t want to do business with you right now are just as important as those that do. As long as they’re a potential fit for your services, they should be included in your outreach. If you have a way to connect with those who are interested (as well as those who aren’t) by using relevant, targeted messaging through email, you’ll prompt more prospects to meet you in the middle.

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