5 Keys to Successful Prospecting

While a novel could be written on this subject, this is a simple summary to help you get going.

1. Know How to Get “In the Door”

  • Research: Use the Prospect’s website to briefly learn about the company, identify key players and get a sense of their Corporate Culture.
  • Connection: Having a “bridge” will give you credibility – something you can share together (people, place, events).  This is a “bridge” between you and them.
  • Contacting: Don’t rely on them to call you back – keep calling, leave 1 message only.
  • Qualify: Always quickly assess whether the Prospect is a “fit”.  Don’t waste their time or yours!

2. Build Trust & Credibility FIRST!

  • The order: Understand them.  Sell yourself.  Sell your company & then sell your services/products.
  • Understand them: Don’t push “you” until you understand them.
  • Get personal: Learn one thing personal (e.g. kids, sports, hobbies) & share about you.
  • “Little touches”: Initiate lots of little touches overtime via phone, voicemail, mail & email. This will build trust & relationship and keep you top of mind for when their need does come up.

 

3. ALWAYS Have a “Next Step”

  • A shared path: Build expectations with the Prospect right up front.
  • What’s next: Don’t end a conversation without committed next steps.
  • You drive: Avoid waiting for them. Whatever there is to do, you do it.
  • Confirm: Use email to recap conversations, meetings just booked, and confirm future meetings.
  • Follow through: Complete, on time, every action you commit to.

4. Have a Purpose/Goal for Every Step

  • Strategy: Know what the desired outcome should be.
  • Agenda: Define your agenda at each stage.
  • Share it: Get commitment from the Prospect on each step.
  • Follow it: Stick to your agenda.

At minimum, make sure they will welcome another call from you. Ask yourself … “When I call back, will they remember me? Will they welcome this call?”

IMPORTANT: “No Thanks” does not mean “disqualified”: An early error is thinking that if they are not interested, they are disqualified. Not so! Assuming they qualify, they may not have a need at that moment OR they will tell you they are not interested or disengage the discussion because they don’t feel comfortable enough yet.  Remember, they hardly know you yet.

Scott's Directories

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Scott's Directories
7 years ago

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