It’s the start of football season in the U.S. – and time
to re-focus and re-commit to our sales territories, quotas, and end of year or end of quarter
Gathering gems from raw ore is the miner’s definition of
prospecting – those of us in business know that prospecting is about finding
customer opportunity gems from a huge pool of possibilities as quickly as
possible. Our career might depend on it
– definitely our income does when we are compensated based on sales coming in
Are you armed with the tools to find what we’d call
“more probable” prospective customers? In other words, do you have
contacts in companies similar to ones you’ve already sold into? Can you offer a
hook to get their attention, and ultimately offer value like you did with your
If not, don’t bother. Prospecting is tough enough with a
great value proposition, a strong idea of who your niche is, and then some very
clear talking points to gain interest.
Some people say that cold calling doesn’t work. It does –
but like anything else – there is a bad way to go about it – with all sorts of
side roads to veer you off of your goals, and then there are smart ways to be
clear, focused, prepared and effective.
KNOW YOUR VALUE: write down the talking points about why
your service or product is different / better. A script is fine, as long as it
doesn’t sound like you are reading it. I prefer bulleted points that you keep
at your desk.
PRACTICE “be like Mike”, Tiger, Danica, or Tom
Brady so that when you finally have a prospective client on the phone or via
email – you don’t blow it. Most sellers don’t rehearse, or even organize their thoughts
. Isn’t it a wonder we miss out on more deals than we should.
HIT A COLD CALL BRICK WALL? Try drip marketing, which
typically consists of three letters and then a phone call – staggered over
seven or eight weeks’ time. You’ll warm
up to your prospects this way. More on this later in the week
Tomorrow – specific prospecting ideas with pros and cons