Have been thinking lately about the idea of a “process” in the lead generation world. As sales training folks, we see most sales organizations struggle with prospecting. One problem is I believe they prospect ONLY when they need the business, rather than ALL THE TIME.
I sometimes feel like we all (including us) make prospecting really hard. So here’s today’s tip, if you’re feeling like prospecting is difficult:
Think Engagement. Not Selling.
Do you have a “process for engagement?” Let’s say you meet someone on a trip that might make sense to have more conversation with. Do they go into a process of any kind? Well, they should. Yet most of us don’t think about prospecting as a process. We mistakenly think of it as an action.
As the threshold of free goes up in the marketing world, you must have something that engages the prospect after that initial conversation. Calling them for an appointment might be too much.
So instead, write down all the things that you could use to engage them further prior to that next call.
- Do you have a report that you could send them that educates them?
- Do you have an article that addresses the most common problems people similar to him have?
- What about an audio recording of a speech that you made where you discussed trends in the industry?
Think of the process of engaging prospects as a “sequence of events” that happens so that when you do call, they’re ready. (Or, they call you first. Even better!)
And even better, if you have someone in your office that is good with “systems thinking,” then have them help you flow chart an Engagement Process. You’ll be surprised at how a prospecting system will help you meet your goals.
{ 2 comments… read them below or add one }
As a long time experienced “cold caller”, I have had success using the cold call as a way to secure an appointment. On some occasions, the prospect appreciated that I was trying to respect his time, and grant me an audience!
Jon
I’m very process oriented so I also encourage people to put a process in place to eliminate undesireable clients before they get to far into the dialogue.
This allows the sales team (or business owner) to focus their resources on the most likely prospects vs. the tire kickers who have no intention of purchasing.
Great post, thanks!
Melanie