Have you ever tried to deliver a "sales pitch" to someone you just met?
- Prospecting is not selling.
- Don't second guess.
- Use a model for your prospecting calls.
Prospecting is a set of activities for identifying prospective users of your product or service- nothing more and nothing less.
Prospecting takes place before, and leads to, the selling process. It is not selling. It is not a time to discuss features and benefits, technical aspects, advantages and disadvantages, pricing, delivery, or any other "selling" points about your product or service.
Whether you are contracting prospects by phone, calling on them at their place of business, or having a conversation during a a business function, the two-fold goal is the same: Engage the potential prospects (suspects) in a converstation about your product or service, and determine whether they have any interest. If they do, propose an appointment for further discussion at a later time. These discussions can take place face-to-face or over the phone.
If there is sufficient interest... just schedule the appointment. Any "selling" will take place after the prospect has been qualified.
Take The Pressure Off
"Going for the appointment" takes the pressure off the salesperson and the prospect. The salesperson doesn't have to second-guess which aspects of his product or service are appropriate to bring up. And, because he's not facing a premature "sales pitch," the prospect doesn't have to put up a defensive wall of stalls and objections.
Here is an example of what setting an appointment by phone might sound like.
You: Hello, this is Marcia Powers. Who is your chief executive, please? (Wait for response.) Would you be nice enough to put me through to Mr. Smith? Thank you.
You: Mr. Smith, this is Marcia Powers of Evolutionary Technologies. Have I caught you at a bad time?
Mr.Smith No.
You: (If there's pushback:) I can understand if you're busy. Let me ask you this, when's a better time for us to talk?
You: (If there's NO pushback:) Mr. Smith, this is a prospecting call. I bet you don't like getting them, and I know I don't like making them. But the reason I'm calling is that we just performed a service for Jones Industries that improved their compliance with EPA regulators- while reducing their operating costs. With their OK and in the best interests of your industry, we can share much of this information with you at no obligation to your company. I don't know whether or not your company would be too big or too small for this service, but I believe it would make sense for us to get together to see why Jones Industries was so enthusiastic. Are you open-minded to taking a look at how it might apply to your company?
Giving the prospect a chance to back out while you're still face-to-face to deal with his concerns or doubts is much better than receiving a voice mail message that says, "Hold the order. I'll call you next week to explain."
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