Successful businesses know better than to focus solely on the quick sale or the easy sale. Even if a customer isn’t ready to buy today, they may potentially buy in the future. This isn’t to say that it is appropriate to hound them with emails claiming your product(s) have so much value, but it is an invitation to stay in touch with the customer, letting them know that you are willing to help.

Staying in business is about building relationships and relationships take time to build. Quick, snap judgments on whether someone is going to buy today and then ignoring them if they don’t doesn’t make good business sense. If a potential customer isn’t ready to buy today, but feel that you shunned them because they weren’t ready to make a decision, they will remember how you made them feel when they are ready to make a decision. 

Especially now, when the world is changing minute by minute, and a hard “no” can turn into a “maybe” or a “yes” in a moment due to circumstances unrelated to your business. What was true for a customer yesterday might not be true today. 

They say that the only constant is change, and 2020 has certainly proven that.