One of the rules we discussed recently in sales is “when prospecting, go for the appointment.” Before class, we may have asked, “what does that mean Professor Sweet?” But now, we can talk all about it!
To start, prospecting is NOT selling – it is just preliminary to the sales process. So no, when you’re prospecting, you don’t have to close the conversation… with a close. Prospecting is a “set of activities for identifying potential users of your product or service.” There are two primary goals that go along with it: 1. engage people in a conversation about your product or service, and determine if they have any kind of interest and 2. if yes, make some sort of appointment to discuss it further. Oh, that’s what the rule above means!
A recent article shares some fresh ways to get better at prospecting. They include: turning off distractions, focusing on the outcome (which is *hopefully* a relationship with the prospect), getting good at cold calling, and nurturing relationships over time.
Moral of the story: good salespeople can find ways of working into the conversation business and sales that feels organic and natural to the person they are meeting with!
There are two typical conversations we talked about during this lecture – phase one and phase two. Phase one consists of introductions, the sometimes awkward “what do you do for a living?”, the response “actually I own my own business…”, and “really, what’s that?”, and now they’re curious. When you tell them about your business does it seem to resonate with them? Is there any interest or opportunity rising? If there is – it’s time for phase two! If not, it’s okay! Prospecting is – remember – identifying potential users of your product and service. Not everyone you talk to will be a potential user! If they seem to be – it is safe to move to phase two conversation which includes: listening for resonance with the pain points you articulate, asking “would it make sense for us to sit down and talk about that”, and going for the appointment. Going for the appointment really relieves any pressure the salesperson (you) or the prospect may be experiencing. However, don’t try to force it, it should naturally come up!
Prospecting seems scary, but you’re really just talking with people to see if they may be a good fit. If not, on to the next cold call. If so, open up that relationship and go on a lunch date, you never know what prospects will turn into your most loyal customers!
Ethan David
I think many people fall into the trap of thinking that prospecting is selling and the end up hurting themselves in the long run. I like how you noted the importance of listening in your post, as it is the most important part of any sales conversation!