Before you can engage in any conversation with your customer or prospect, you have to give them a reason to want to talk to you.
Do you take the time to think about why you are really calling a prospect or a client? Do you reflect on how effective you have been post call?
Making prospecting calls to new prospects and existing clients is still one of the most important sales and business development activities you can do on a daily basis. Even with all the electronic communication and marketing options at hand, most businesses still need to have someone prospecting for them to build and forge real business relationships. Top performing salespeople make sure prospecting is part of their daily repertoire.
Like many activities, prospecting is a process and you will need to do it over and over again - approximately 500 - 1,000 times a year at least!
However, most people do not prospect effectively and many find it a daunting experience.
Prospecting rule # 1
If you want to connect with another person and have them interested in what you have to offer, you must first be interested in them.
If a person rang you, explained (very briefly) who they were, showed respect for your time (by asking if you could speak now or later), and then quickly and respectfully stated why they called you (all stated from your perspective and benefit) then you might give them a minute. Just to see if what they were calling about was worthwhile or not.
From the customer or prospect's perspective there must be a Valid Business Reason (VBR) for them to want to speak to you. Something that will make their lives better in some way. Sure you want to work with them because they may fit your target market or may be a great client to get on board for revenue, reputation, etc. but these are all your reasons and are all directed at how you will benefit.
Instead think about why a customer or prospect would want to speak to you. Do some research into their business and think about why they would want to take the time to connect with you. In other words, put yourself in their shoes first.
Yes you could be their saviour, but if they don't know they need saving - and if you don't position yourself to find out if they want to be saved or not - then you are in trouble.
From the first phone call, to the thank you after your first and subsequent meetings, each contact must add value to the client. Each contact must have a VBR behind it.
The phone call is typically the first point of contact with a potential client. In preparation for that prospecting call you need to have two things ready:
- A call objective - Your call objective is your reason for wanting to make contact.
Ask yourself why you want to connect with this person / division / company? What do you hope to gain or achieve by making this contact? For example, you've heard there is a new project on the agenda. You would like to make contact with the key stakeholder, the main decision-maker, to see if you can get an opportunity to be considered for that project. Or you want to connect with the influencer, who may give you an introduction to the key decision-maker, etc.
- A Valid Business Reason (VBR) - A VBR must be meaningful and relevant to the prospect. It should be a reason why the prospect should want to speak to you further. It must be of value and important to the prospect and answer the 'what's in it for me' (WIIFM) from your prospects' perspective.
VBRs are not usually static - they tend to be dynamic and current. They should be updated depending on the current business climate, market trends, etc. VBRs require you to get your head out of your products and look at the markets and the broader world you operate in. There is not shortage of VBRs out there.
Here are a few different categories that may help you generate VBRs:
- Competitor reality
- Timing and seasonal fit
- Category success
- New location / expansion
- Broaden their market focus
- Referral - personal introduction
- Site visitor fit
- Events / opportunities
- New concept / idea
Listen to any one of those annoying prospecting calls people complain about and they do not use VBRs.
Prospecting rule # 2
To generate effective VBRs, get your head into the minds of your prospects and customers.
Look at your customer or prospect's business and see what's on their mind or what's happening in their market and you will have no shortage of VBRs. Role playing VBRs with your team is a great way to develop the ideas and skill of applying them effectively. This will have a dramatic impact on increasing your phone prospecting success.
An example of a powerful prospecting call that incorporates a VBR statement is as follows:
"Hello XXX, this is Sue calling from Company X, do you have a moment to speak?"
If they say 'yes' proceed with:
"Thank you for taking my call. We specialise in helping businesses like yours find ways to increase their annual business profits upwards of 20% with our inventory management systems. Given the rapid changes in business management and procurement, I was wanting to know if this was a priority for you at present. If so, I would like to arrange a time to meet with you and understand more about your business to see if we can be of any service."
If they say 'no' then say this:
"I understand you are busy at present. The purpose of my call is to let you know that we specialise in helping businesses like yours find ways to increase their annual business profits upwards of 20% with our inventory management systems. Given the rapid changes in business management and procurement, I was wanting to know if this was a priority for you at present, and if so, when would be a good time to call you back to arrange a meeting so I can understand more about your business to see if we can be of any service."
Remember to position yourself favourably. And don't forget - everybody lives by selling something.