The Lesson of Unpopped Popcorn

Some prospects will simply never pop.

As my kids were growing up, the clear snack of choice in our house was popcorn. Sometimes, it was the microwave variety, but the preferred method was always making it the old-fashioned way: in a pot with real oil, butter, and popcorn salt. We even owned (and still do) a dedicated "popcorn pot" for that single purpose.

The challenge of popping your own popcorn is that you end up with a ton of unpopped kernels – much more than when a bag of Orville Redenbacher's finest is popped in the microwave. It's easy to approximate how many kernels have not transformed into their delicious, puffy state by the mocking sound they make rolling around the bottom of the pot.

Many years ago, my twin boys (who were nine at the time) were confused as to why so many kernels simply didn't pop. In my fatherly way, I tried to explain that there likely wasn't enough moisture in the kernels to produce the necessary steam to cause the explosion needed to transform them into popcorn. While the explanation was factual, they still couldn't quite grasp the concept that the anticipated amount of popcorn was much lower than the expected amount. Everything was done correctly: high-quality raw materials were used, the appropriate amount of heat was applied, and the proper amount of fat was used to facilitate the process. Even so, the yield was still off about 15%, which made them feel ripped off.

Turning a prospect into a client can feel the same way: a prospect is engaged, a relationship is built, a problem is identified, and a seemingly perfect solution is presented, but the sale still never seems to close. Many salespeople obsess over sales they feel should have been made, much like those unpopped popcorn kernels at the bottom of the pot. In that frustration, they lose sight of the sales they ARE making, focusing on the negative outcomes rather than maximizing the positive ones.

Like unpopped popcorn kernels, some clients just aren't ready to pop – and never will be. While there may be an explanation, many times, there isn't. At some point, you must move on from lost sales and focus on getting the most out of the clients that can fully blossom.

There comes a time to throw away the unpopped kernels and enjoy the popcorn.

This is an updated version of a blog that originally appeared at PromoCorner.