Recently I was talking about prospecting with my cousin in Los Angeles.   I think that these thoughts are universal for anyone getting back into the habit of prospecting in person, by email, over the phone or a combination of all three.

 1. Call high. 

Call high enough in the organization that you can speak with someone who can say “yes” to your offering.  Most people don’t do this and it’s too bad.  They call just high enough and speak with someone who can say “no” assuming that person can also say “yes”: this isn’t always the case.  Another benefit of calling high is that it’s generally easier to qualify or disqualify quickly because you’re dealing with the (or a) decision maker. This is a big time and energy saver.  Further, the issues that you need to be familiar with when dealing with people high in the organization are fewer and simpler than those lower in the food chain.  Usually issues at the executive level include making more money, saving more money and something to do with strategy. 

2. Be Clear on who you are and what is your brand.

This simply means say (or write) “My name is Brooks Van Norman, author of New Economy Selling”.  Doing this is far more important that asking “how are you today” or some other time wasting pleasantry.  It also sets you on the path to being treated like a professional… a business peer.

3. Whether or not you’ve met your prospect before or not.

In this case, it’s very important to let busy people know how you found out about them or if this is the first time they’ve heard about you.  If someone they know (like another customer/ friend/ acquaintance) thought you should talk to that person - then say so.  Something like “Your business associate at Les Deux thought I should contact you”.  Or if you haven’t talked to this person before, then say something like “You and I haven’t spoken before…”  The value of doing this is to disconnect the human instinct to start the mental Rolodex of trying to place your name and lose focus of your message. 

4. Explain your business model quickly and simply

Here you would say what ever it is that you do which can help address the common issues of your prospects likely concerns.  Something like “We help companies turn their unsold inventory into cash by matching up our large mailing list of buyers online who are interested in what you have that otherwise wouldn’t know about it”. 

5. Share the typical results you have provided.

The idea here is to paint the picture of how much value you can provide based upon the results you or your business has already created.  You could say, “Typically we can turn your inventory into cash for you within 45 days at 85% of your last sale price”.    What ever it is, this needs to be your most compelling, clear as possible value statement.

6. Name Drop.

In today’s world, people want to know who you’ve helped to feel more comfy even considering you and your services or products.  You would say something like, “Some of my / our customers include [company or persons name and company or person's name].  Usually two is enough to make the point - the key is to ensure they would be known to your prospect. 

7. Ask for feedback.

The point here is that you’ve been talking for about 30 seconds now and it’s time to give the floor to your prospect.  A question like “Is this something you could use in your business?”  or “Is that a need that we / I can help you with?” It doesn’t matter how you phrase the question - but it needs to be closed ended and seem wrong that they would say no unless they already are partnered with someone who does exactly what you do.  In other words, the answer needs to be a ‘yes’ or ‘no’. 

8. Persist in following up.

It’s possible and very likely that the prospect is too busy at that moment/ wants to check out your references or would like you to forward some information and then follow up.  This is fine.  The key is how you manage it.  I would say something like “Ok, I’d be happy to forward some information and if it looks like what we do can be of value to you, I’d be happy to have a follow up conversation.”  Then send something that reinforces your brand and message and keep in touch by phone at least twice a week, with a follow up email once per week.  Each time you should rearticulate what you do and ask how you can help your prospect with your services or products. 

~Brooks.

Tags: Elevator Pitch, Follow Ups, Prospecting, Value Messaging

This entry was posted on Tuesday, April 1st, 2008 at 5:47 pm and is filed under Sales Managers, Sales Reps. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.