You can't strike it rich mining for gold unless you are in the
river prospecting for it - and it's NOT on the bank - it's in the water!
First let's take a look at how you feel about prospecting - because how you feel about prospecting determines how you will act.
Do you feel uncomfortable? Do you dislike it? What's hiding under the rock?
We'll first take a look at your hard-wired belief system about prospecting.
Let's
face it: some sales professionals love it, some hate it, and some have
even built up some fear around doing it. This is all perfectly natural,
but it's also stopping you from being as effective as you can be in
identifying new customers. So you have a task before you: you have to
learn to love it!
If you fear it, you have to figure out why you
fear it. Have you had negative prospecting experiences in the past? If
you really think about it, prospecting in person or over the phone is
just having a conversation and what's so scary about that? Most people
don't bite - and if they do, they aren't a good prospect anyway. (Who
wants to sell to a biter?)
If your product has value (if you don't think it does, you better
think about it harder!), then talking to people about it should be fun,
exciting, and interesting - to both of you!
One last thought - if
you don't like prospecting and you look like you are in pain when you
are doing it, what kind of message are you sending? You wouldn't want to
see it on video - The Blair Pitch Project - scary!!!!
Prospecting = How can I help?
Instead
of prospecting blindly, or worse - prospecting as about 80% of
salespeople do with a mindset of "What's in it for me," you should try
netweaving.
Netweaving turns the tables 180 degrees on prospecting
and starts with you asking every new person you meet "How can I help
you?"
Using netweaving is easy - and it makes you the bedrock for doing business.
Getting started with netweaving is simple: connect people that should be connected.
Specifically,
one of the quickest ways to convert one of your prospects into a client
is to bring THEM a prospect or valuable contact!
You should
develop a genuine focus on being "of service." Develop authentic
curiosity - focus on everyone's favorite subject, ME.
Ask
questions focused on them, such as "tell me how you got started in this
business?" or "who would be a good referral for you?"
I once
worked with a salesperson who pointed out a lawyers office as we were
driving and then a few moments later, a chiropractor's office and said,
"They do business together because of me - I brought them together.
They are both my clients and now each others clients." That's netweaving
and it's one of the most powerful ways to prove your value to people -
and stand head and shoulders above the crowd of other me-me-me sales
people.
In fact, your goal should be to become a you-you-you sales professional!
Are you magnetic?
Another
aspect involves the concept of magnetism. Working like a magnet - to
attract people to you, almost irresistibly - instead of laboriously
panning for gold among the pebbles can make the single biggest
difference in dramatically increasing a sales professional's
effectiveness.
What if, through your efforts, you drew people to
you? You have heard of people with magnetic personalities? This is
called magnetic marketing!
In magnetic marketing, you move away from sales "rocks" to find your valuable iron ore - or sales "magnets."
Here is a question to get you started thinking about magnetic marketing - How can you convert prospects into SUBSCRIBERS?
That's
right - subscribers. People who actually want to hear from you, value
the information you bring to them, and look forward to the next time you
call, email, or send them something in the mail, simply because of its
intrinsic value.
In other words, how do you keep prospects coming back for more of what you have to offer?
Simple: offer useful information on a regular basis.
Becoming a geyser of information
That leads to the next logical question, which is How can you become a valuable geyser of useful information?
Once
you've answered this question, you'll start pulling people toward you
so they will WANT to do business with you. They will call YOU! Wouldn't
that be something? Well it can be done!
The way to do this is to
develop a marketing/ prospecting plan, including creating information
products, outreach tools, and using speaking and publishing
opportunities (yes, for salespeople) to build your expert status.
Publish
a newsletter on a regular basis and send it to your clients and
prospective clients. Fill it with valuable tips, advice techniques and
information. Don't use boilerplate newsletters prepared for your
industry - make this real, make it personal, and aim it squarely at your
best prospects and clients.
Let's face it: you are an expert in your particular product and industry - or should be. So show off your expertise!
In
the age of technology, cost is no barrier, because you can create a
wide variety of valuable tools electronically: annotated PowerPoints,
white papers, audio programs, cost and savings calculators, short
articles, tip sheets, and checklists. These take minutes to create
(maybe an hour or so to do one really well) and can pay off in huge
ways.
Just make sure you don't produce a thinly disguised sales
pitch (people can see right through that!) and do provide solid
information to increase your credibility.
Secret #1: Publishing
Most
publishers of industry and trade magazines and newsletters are HUNGRY
for content. Not to mention websites, e-zines, industry specific online
forums, and countless in-house publications (probably a good number of
which are published by your prospect companies!)
The content is
gobbled up every month and editors are always looking for NEW stuff. So
all you have to do is ask and submit! When you get published you now
have (wave the magic wand) TAAA-DAAA...Instant credibility!
Suddenly
you're an "industry expert." Hey it's not fair - but that is how it
works! Wouldn't you want to buy from an industry expert? Or at least
speak to him or her for a few minutes on the phone to tap into their
expertise?
Secret #2: Speaking
Associations are HUNGRY for speakers and they need one every time they have a meeting.
Package your expertise as a nice little 30 minute talk and you are now ready to speak to your future buyers!
Again, don't make it a sales pitch; make it content rich and helpful.
If
you sell copiers, do a talk on 10 Hot Trends in Office Technology. If
you sell restaurant supplies, do a presentation on How to Increase your
Business Traffic 100%.
When you speak, you become an expert - and usually get a list of the attendees so you can follow up.
Now you may say, "I'm not very good at public speaking."
Usually when I hear people say that, it means one of three things:
oThey
tried it before and didn't like it because they gave a pitch from the
podium and got zero response (which is exactly why I warned you about
this a minute ago!)
oThey don't want to put in the "extra work" to create, develop, and pursue delivering short, value-rich speeches.
oThey don't know where to begin.
If
you fall into the first two categories, all I can suggest is that in
order to change your results, you'll need to change your behavior.
If
you're in the third category, there are many options open to you,
including the truly valuable Toastmasters organization, and presentation
coaches who can get you comfortable, and even excited, in developing
good speaking skills within a couple of months. Here is the formula:
PR+V= Cx10
Good PR and Visibility increases your Credibility times 10!
Secret #3 Tradeshow Tips
Every
day, hundreds of tradeshows happen around the world, and hundreds of
sales and marketing people make the same dumb mistakes over and over
again. Many sales professionals do not understand the dynamics of how to
behave at a trade show to make it a profitable prospecting activity.
Your main job at a trade show is making the connections that create new customers. Sounds simple, right? Well, read on.
Trade show visitors' activity levels range from the very aggressive
to the virtually comatose. Remember, all visitors are prospective
customers, regardless of activity level. Don't interpret low energy as
meaning they aren't interested.
You want to match your opening
line to the prospect's activity level. Ask aggressive visitors strong,
open-ended questions. Ask uncertain visitors easier, gentler questions.
"Can I help you" just triggers the automatic response "No thanks,
just looking." This doesn't let you tell your story or find out what
your visitor wants or needs.
Try asking "Have you heard of our
company before?" If no, then say "Then you'll be glad to know...
[10-second audio logo]" If the answer was yes, you can say "Then you
probably know that... [10-second audio logo]"
Want to know how to
up the WOW! factor? Your opening line should tell the most amazing fact
about your firm. The very things that you take for granted because you
hear them [or say them] every day. Find something that makes people say
"Wow!" and use that as your opening.
Active Visitors. Greet these visitors by introducing yourself, a handshake, and saying:
Thanks for coming in. What caught your interest?
I see you're taking a closer look. Do you currently use/have any of our products/services?
You seem to know something about us already. What are you looking for? or What questions do you have about our services?
Uncertain
Visitors. Avoid yes/no questions with these visitors. Be gentle,
avoiding a sales approach or a pitch. Greet these visitors by
introducing yourself, offering a handshake, and saying
What did you come to the show to see?
What brought you to the show today?
What about the show have you found the most interesting so far?
How much do you know about our offerings?
Take notes when
qualifying a prospect. Don't bother taking detailed notes. A few words
will suffice to remind you of the key issues for that particular
visitor. Taking notes accomplishes five things:
1.Helps you focus on what the visitor is saying.
2.Your visitor knows you're paying attention and listening.
3.You don't have to stare the visitor in the eye the whole time.
4.You have key details that you can use to resume the conversation when you follow up.
5.When you have a record of the conversation, your prospect is less likely to change his mind.
Qualifying questions. Try some or all of these:
What do you want in a... [product/service]?
Who/what are you currently using?
How has that been for you?
What's the most frustrating aspect of buying [product/service]?
If you could change one thing about your current [product/service], what would it be?
Has anyone reviewed your needs and situation recently? Things can quickly get outdated if...
Even if you don't use us, you should consider updating/reviewing/buying more [product/service]
Then, invent a few more qualifying questions of your own!
How to connect QUICK. There are 5 steps to a trade show sales call. They make up the acronym QUICK.
Q - Qualify. Best questions start with "tell me about."
Tell me what you're doing about [product/service]
Tell me about your current [product/service]
Tell me about what makes you crazy when buying [product/service]
U
- Understand. Why is this person at the show? What is he looking for?
What problem does he want to solve? What need does he want to fill?
Restate and clarify the visitors needs. Then demonstrate how your
[product/service] fills those needs. If the conversation wanders,
restart with "Earlier you said..." and get back on track.
I -
Identify. Identify how you can help. All you really need to do is
isolate one or two key points. The visitor is looking for a 15-30 second
overview of what you can do to solve HIS problem.
C - Create an
action plan. You and your visitor should decide what to do next, write
up an order, get more information, set up an appointment, mail
literature - or nothing! This lets your visitor buy or move quickly to
the next step in the sales process.
K - Kick 'em out! Once you've
agreed to the action plan, restate the key points of the plan, shake
hands, and thank them for stopping by. Move them on gracefully with this
process, and you're free to meet your next visitor.
Make sure to
capture their name, vital statistics, an understanding of what they need
and want, brief notes on your conversation, and a plan to follow
through. Also, confirm that the phone number they give you is the best
one with which to reach them directly.
If the prospect is a dead end and unlikely to buy, move on FAST. Say something like:
"Based on what you've told me, I don't think I can help you right now."
"Thanks for stopping by."
"Enjoy the rest of the show."
"If I can be of service to you or people you know, here's my card. Thanks."
That's it about trade shows. Now your job is to make the next trade show you attend 300% more productive than the last one!
Finding radioactive clients
OK folks, pull out your Geiger counters.
We want to encourage you to begin using a "selectivity" mentality where you qualify prospects, just as they would qualify you.
Do THEY deserve a callback?
Do THEY deserve a face-to-face appointment?
Do THEY deserve a proposal?
Are
you looking for short-term checks or long-term clients that will be
thrilled with you and refer you and buy more from you? Think about it.