The biggest reason prospecting is such a hot topic is because we are dealing with human emotion, human behavior, and blurred lines between marketing and selling.
For purposes here, I am assuming you ARE your marketing department and you need to generate your own prospective customers. If you do have someone in a marketing role, just modify what I’m saying to work for you.
Finding more probable prospects to do business with is the ongoing challenge of sellers. There are several reasons this can be challenging –
1. Prospective clients can be very difficult to reach.
2. We have limited means to connect with them.
3. We have a hard time quickly overviewing the value of our offer to others
So the antidote is to tackle each of these points with some proactive efforts. The short and simple answers to overcoming the above are here, and expanded in our weekly telecall today. I will also write more about these points which are part of the foundational elements of selling that one must tackle in order to be successful.
1. Find more probable prospects and narrow down your selling field – rather than selling to everyone.
2. Plan a multi-faceted campaign to get “in front” of your prospective customers – workshops, webinars, white papers, calls, mailings, emails.
3. Hone your value – know immediately and be able to quickly articulate that value to potential referral partners and future customers.
Become a student of selling. Every week, target these three areas – use objective input from others to help you critique what you have done so far. Work these foundational elements because until you have an easy way to do each of these, you will struggle.
When it comes to prospecting, professional, successful sellers know when it is time to pick up the phone and make some calls. They know when to launch that mailing campaign, and they know when to craft a new offer. They know that they need a full pipeline all the time – not just when things are slow, but always.
How do you successfully prospect to your audience? Share success stories by leaving a comment – not only will it help you to recount it in writing, but it may help others reading it too.