FEATURE | PROSPECTING
ARE YOU IRRESISTIBLE? DARREN SPENCE explains how to approach and woo your sales prospects Let us get straight to the point: l Successful prospecting requires being able to connect effectively with new customers and forge meaningful relationships l Prospecting a new customer is a journey, not a sprint l Relevance rules l Salespeople need to have built credibility and a rapport with their customer before they can expect an order. SALESPERSON 1’S BAD APPROACH “Hi [whoever], I work for [whoever]. We’re big, have lots of awards and can save you money blah, blah. Can I come and see you and tell you all about us?” If you’re this salesperson, you’re making a bad approach because your prospect doesn’t really care who you are or whom you work for. They care only about how you can help them – and at this point you’ve done nothing whatsoever to suggest that you know anything about them, their role or their company. Prospects want to be wooed a bit before committing their time. Tease them a bit first, and gradually draw them in… SALESPERSON 2’S MUCH BETTER APPROACH “Hi [IT director], thanks for taking my call. My company is currently putting together a networking group of progressive IT directors. I thought this might be of interest to you. The current thinking is that the group will meet every couple of months to discuss pertinent topics. We’re also looking to include industry thought leaders and experts from a variety of fields to make the sessions as relevant, engaging and interesting as possible. We haven’t decided on the initial invitee list yet but wondered, if there is space, whether you would be interested in being included?” So we know what is good and what is not, but let’s now pause for a moment to consider why people decide to buy anything, ever. 44 WINNING EDGE
CA S E S T UDY 1 MA RT IN MES S ES UP Martin was given a new account to try and open – the Jalapeno Food Company. He added the account to his database and set aside Wednesday morning to make 100 calls to his prospect list. On Wednesday morning he was working through his list and came to the Jalapeno Food Company. He found the switchboard number online and called it. When the receptionist answered, Martin asked for the name of the IT director. When given the name, Paul, he then asked to be transferred. The receptionist agreed and put Martin through. Paul answered the call and was greeted by a slightly unprepared and surprised Martin, who hadn’t thought he’d get through. Martin proceeded to tell Paul that his company was a market leader and that it had helped companies like Paul’s save thousands of pounds. Paul asked Martin whether he knew anything about the Jalapeno Food Company and whether he’d read its recent press release on its website, which outlined its strategy. Martin said he had seen it (he hadn’t), but couldn’t remember all of the details. Paul suggested Martin spend time reading it and call him back. Martin called back 10 minutes later. Paul’s phone rang for a while and went to voicemail. At the end of his calling session, and despite phoning back four times and leaving messages each time, Martin failed to reach Paul again. He made a note to call Paul during next week’s call session. This pattern was repeated week after week. ISMPROFESSIONAL.COM
