All sales pros are focused on identifying qualified prospects who could benefit from their products and services. To address that opportunity, the cornerstone of sales success is effective prospecting and securing an appointment with a decision maker. Think of this as your # 1 priority, and have a plan to do it and do it right.
Prospecting is your most important activity. Sales pros often fall into the trap of believing that their most essential skills are making an effective presentation and developing closing skills and negotiation techniques. Yes, those are important, but they will not be of much help without securing the face-to-face meeting with a qualified prospect.
- Position yourself as an achievement-oriented person in achievement-oriented environments. People like to do business with those they like and respect, and there's no better place to build those connections than in professional and community organizations. Identify the organizations where your prospects are actively involved, and take a role where you can demonstrate you're that kind of person.
- Get referrals from satisfied customers. Deliver more than they expect, and whenever they express satisfaction, ask for a referral. Be proactive about this. You know you did all they expected and more, so casually ask them "How'm I doin '?" When they confirm you're doing great, say thanks and then ask "Can you think of anyone else who could benefit from my products, services, and me?"
- Regularly send cards to prior customers. Do not let them forget about you and the good work you did. Send them a birthday card, a holiday card. And contact them at buying cycles and to let them know important information they'd be interested in hearing about.
- Generate new prospects through your network of professionals, collections with whom you regularly give and receive referrals. Regularly meet with these people one-on-one to exchange prospects and ideas.
Implement the sales pro's approach to referrals. This is not something that just happens. It's a top priority and part of your weekly and daily plan.
- Become the prime referral source for anything anyone needs. Do they need an accountant? An auto mechanic? An attorney? You know where to send them and the person you send them to will appreciate what you did and will, without being asked, gladly provide referrals to you in return.
- Qualify your prospects and your referrals. Do not pursue or send unqualified referrals. If you know someone who's a real estate agent dealing with million-dollar homes, do not send them a bunch of recently-graduated college students out looking for their first job.
- Send referrals, with your name on them, to current customers. You know that competitiveness sales reps will be calling on your customers, trying to attract them with lower prices. But when your customers see you as a partner, helping to build their business, that's value worth paying for.
- Country clubs, cultural events, and business-after-hours events are places to socialize with people after you meet them, not to meet them. Do not be one of those annoying people who try to barge in on a group of colleges to try to pass out their business cards.
Focus on the skills of getting the appointment: Convincing prospects to meet with you in person. Just like networking, this is not something you do haphazardly. Have a plan.
- The purpose of the phone call is to get a face-to-face appointment. Period. Do not for a moment even think of selling over the phone, or you will fail.
- The more you talk to the secretary, the less likely you'll get through to the prospect. Of course you will treat the secretary with respect, but get straight to the point and persuade him or her that you're someone the prospect will want to talk to you. You may mention a referral: "Mr. Jones of XYZ Company suggested I contact her, and I believe it's something she'd want to know about."
- The more you talk to the prospect, the less likely you'll ever get a face-to-face appointment. Do not even THINK of getting into your sales pitch, not even a little. And if the prospect asks you to send or e-mail him something, politely declare: "We do not send this information by mail or e-mail. Then ask for the appointment.
- Avoid gatekeepers by calling direct early. Secretaries and gatekeepers get to work at 8 or even a little later, but your top prospects are often at their desks working well before that. And they're likely to pick up the phone when you call direct.
Follow these steps and you'll meet with more qualified prospects, which translates to more income for you.
