5 Tips to Powerful Prospecting
When you are prospecting, the people you are calling want to put you into one of two categories quickly: one, someone they should listen to or two, someone they want to get rid of as quickly as possible. People are busy and the reality is, unless they sent in for information or you happen to call them exactly when they're looking for what you have, most are determined to put you into category number two and get rid of you ASAP. After all, the last thing they need is one more to-do item on a list that is already more than they can possibly get done. That being the case, how can you catch their attention and get them to at least consider what you have to offer?
5 Tips for Powerful Prospecting
1) Make the call about them.
With the high number of people calling and e-mailing prospects these days, you have to stand out. The best way to stand out is to make your call about them, not you. When most people call they immediately start talking about themselves, their company, and the wonderful products and services they offer. In this "sales" mode, prospects immediately put a wall up and blurt out responses such as "I'm all set" or "I'm not interested" and hang up. Instead of making the prospecting call about you, focus on the benefits the prospect receives or, what's in it for them.
2) Be short, sweet, and to-the-point.
As a general rule, you want to keep the opening of your prospecting calls as short as possible. When prospecting many people feel the need to open with a ton of information to justify the call and as a result, they end up saying way too much.
When a prospect answers the phone, they have two questions: Who are you, and what do you want? Simply answer those questions, give the prospect your number one benefit, and then close on the appointment. For example, your call might look like this:
"Hi, this is John Chapin with ABC Insurance. We're known for saving companies like yours an average of 21.6% on Workers Comp Insurance. Same level of coverage, better service. All I need is ten minutes to ask you a few questions, do you have time right now or can we schedule a time this afternoon?"
3) Warm up your cold call.
The best ways to warm up a cold call are to get a referral, find something you have in common, refer to something you read, or name drop.
Obviously getting a referral is the most effective way to warm up a cold call. Remember, the average person knows 250 other people. You should be asking everyone you talk to for referrals.
In addition to referrals, look for things you have in common with people. For example, did you go to the same school? Alumni Directories are a great source of warm leads. What other hobbies and interests do you have that you may share with people? Were you in the military, are you a sky diver, a golfer?
You can also refer to something you read in the paper or on-line. Did someone recently get a promotion, have a 25th wedding anniversary, get a hole-in-one?
Finally, you can drop the names of companies or people you're doing business with that the person you're calling will likely be familiar with.
4) Practice pleasant persistence.
If we follow the rule that you have to touch a prospect 7 to 10 times before you get some name recognition and build some credibility, how do you reach out that many times without becoming a pest? Answer: it's all in your approach.
You want to use a combination of phone calls, mail or e-mail, and in-person visits, if feasible. You might start with a phone call followed by a letter or e-mail on the same day. If you get no response, follow up with another call and letter or e-mail about five business days later. After your third call and letter, stop by in-person. If an in-person visit isn't feasible, make a fourth call five days after the third call and letter. Finally, finish with a "last-chance-to-get-back-to-you" phone call.
Also, be pleasant and conversational in all your communication, as if you are talking to a close friend or family member. While energy and enthusiasm are good and some is recommended, too much will make peoples' defenses go up.
5) Follow up and follow through.
Once you have a prospect, you have to keep your momentum. Making a good first impression is great, now you have to follow it up by making a good second, third, fourth impression, etc. You are only as good as your last interaction so make sure you stay in touch and continue to impress each time. To keep the momentum, first, do what you say you'll do when you say you'll do it and second, go above and beyond. Doing what you'll say you'll do is the quickest way to build trust and credibility, not doing what you say you'll do is the quickest way to destroy trust and credibility. Also, going above and beyond and pleasantly surprising people are the fastest ways to build long-term loyalty.
John Chapin is a sales and motivational speaker and trainer. For his free newsletter, or if you would like him to speak at your next event, go to: www.completeselling.com John has over 26 years of sales experience as a number one sales rep and is the author of the 2010 sales book of the year: Sales Encyclopedia. For permission to reprint, e-mail: [email protected].
