Prospecting 101
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The document outlines various prospecting techniques for high-ticket, business-to-business sales, emphasizing the importance of customizing communications to the specific needs of the prospect. It highlights essential questions that decision-makers need answers to before agreeing to appointments, along with strategies to overcome common objections and maximize telemarketing effectiveness. Key tactics include preparing concise value propositions, anticipating and addressing objections, and selecting strategic appointment times to engage prospects effectively.
Prospecting 101
- 1. PROSPECTING 101 There’s gold in them there companies!
- 2. Different Ways of Prospecting • Cold Calling • Warm Calling • Direct Mail • Emailing • Face to Face • Phone Telemarketing • Networking (Tips groups, Chamber etc…) • Referral Requests • Social Networking
- 3. Breaking The Code • There’s no doubt that the hardest part of selling high-ticket, business-to-business products and services is getting access to the ideal prospective accounts at the highest level of decision making. Breaking this code is the key to achieving the highest income potential and personal marketability for any independent sales professional. Steven Power Power Selling
- 4. It’s Not About Canned Scripts • There is no such thing as one size fits all. • There must be a new script for each warm call. • Customize each conversation to fit the prospect’s industry. • Address DM’s objectives and challenges. • Offer solutions that support the organization’s initiatives. • The outcome is to make a brilliant first impression by demonstrating well above average intelligence and positioning yourself head and shoulders above your competitors.
- 5. Four Prospecting Objectives From Telephone, Letters, & Impromptu Face-To-Face Meetings • Get the prospect’s attention • Hold their attention • Inspire them to act • Get them to agree to the appointment
- 6. Seven Questions DM’s Must Answer Before Saying Yes • Who are you and what business are you in? • Do you understand my world? • What results do you bring to the table? • How do you work? What is your process of engagement? • How long does the appointment take? • If I am not interested, how can I disconnect gracefully? • How can I fit this appointment in my already packed schedule?
- 7. Who Are You…What Business Are You In? • What is your short answer? • Say what helps you create distinction? • Define the outcomes or results you deliver. • Be creative but don’t get to cute. • Elevator speech…I provide___________.
- 8. Do You Understand My World? • Do you understand my: • Job • Objectives • Environment • Applications • Challenges • Opportunities • This must be reflected in your message by marquee references within their industry.
- 9. What Results Do You Bring To The Table? • This is the most crucial element of your message • Be concise and compelling over the next seven to ten seconds • Be specific and very believable • You must track and know the quantifiable results you deliver to your clients • Don’t hesitate to flaunt these results in the heart of your message. • Prospects are most interested in results, not sales hype
- 10. How Do You Work; What Is Your Process of Engagement? • DM is asking classic risk/reward question…If I spend time with this sales person, am I wasting my time, or is there some reward for me that outweighs the risk? • You must provide: – Overview of initial appointment – What can they expect in terms of value? – What new insights will they receive that helps them become better decision makers? – What critical issues can you help them address? – What challenges can you help them overcome? – What opportunities can you help them seize? • Remember you are not selling anything yet. You are to inspire them to act on an initial appointment request.
- 11. How Long Will The Appointment Take? • Initial appointments should take _______ minutes. • Would you allow an Hour? • Would you allow 45 minutes? • How about 15 to 30 minutes? • The shorter time frame the more success you will enjoy.
- 12. If I’m Not Interested, How Can I Disconnect Gracefully? • Shoppers usually have an idea of what they want. • Recognize the product or service when they see it. • Shoppers usually know what they don’t want regardless of how attractively it is displayed. • At the end of the 30 minutes, if you see a value in what I have to offer, we can discuss taking the next step. If not, that’s fine. It’s as simple as that.
- 13. How Can I Fit This Appointment Into My Already Packed Schedule? • Offer to meet for coffee at 7 AM to 8 AM before their day shifts into high gear. • Offer to meet between 5:15 PM and 6 PM after their day tapers off. • Remember this is about them not you! • Begin your request by saying that most executives begin their day early and stay late most evenings, so I am requesting a 30 minute meeting at 7:30 am or 5:30 pm. Is there a day or a time next week that would work best for you?
- 14. A Few Tips On Telemarketing • Delivery of your message is critical. • You will encounter three to four common objections. • You will need to get through the prospect’s screening process or voice mail
- 15. Delivery of Message • Know your message. Read it several times a day for a week or two. • Message is not allowed to one second longer than 45 seconds. • Internalize the content so you can actually personalize your message. • Limit the number of telemarketing calls in one sitting to five calls…then break for a few minutes and walk around and get some fresh air.
- 16. A Few Words About Objections • Anticipate the objections because they will come. • Have an effective response ready • Practice these responses over and over and over
- 17. Most Common Objections • We’re not interested. • We’re happy with what we have. • We love our current provider of that service. • My brother sells for the competition. • It cost more than we can afford. • I don’t have any money in the budget for this. • I’m sorry Mr. _______ is not available at this time. • We just purchased a new one recently.
- 18. The Three Types of Objections • Don’t see a need for your product or service. • Don’t see a value in your proposal. • They are afraid of the risk associated with the decision.
- 19. Addressing the Objections • Address need objections with education on trends, new regulations, or industry changes • Address value objections with additional education and suggest no new budget is necessary but a possible reallocation or resources for increased ROI. • Address fear objections with personal testimonies from reliable references. Offer an evolution with change verses a revolution process. Change one step at a time as their culture is comfortable.
- 20. Sample Telemarketing Approach My name is ________, from ABC Company. I specialize in helping CFOs analyze and control operating costs related to producing and managing (Your Product). I’ve worked with other CFOs in organizations including _________, _________, and __________ to help them identify areas where cost were out of control and they discovered productivity was being inhibited by their existing technology. I worked with these organizations to compile a complete inventory of their existing technology, conduct a comprehensive operating-cost analysis, and analyze their applications. I then packaged my findings into a consultative report that helped these CFOs better manage their assets. I’d like to stop by and show you a sample of one of these reports. If you see value in having one developed for your organization we can talk about the next step. If not, then not. The initial appointment only takes about thirty minutes. I know you are busy during the day, so how about meeting together early over coffee around 6:30 or finishing out our day around 5:30?