Thoughtful Thursdays – A sales process to consider – Part 2 – Confirm potential
Last week I introduced a sales process to consider and talked about the first step – Target. Developing a rich list of prospects to feed the sales process is essential to maintaining sales growth.
Today’s thought is about taking that list and confirming the existence of sales potential. Are these people/businesses in a position to act on your recommendations. Once your list of prospects has been created, it is a good idea review the list and categorize the prospects based on who you would like to work with most – and ‘A’ and ‘B’ list.
Before starting to make contact with your prospects, what tools are you going to need? First identify how you are going to do it. Will it be by telephone, direct in-person visits or email? Each approach may require some different tools such as:
- Business cards
- Brochures
- Scripts
- Method of record keeping – call report
- Engaging copy
Before I make any contact I will conduct basic research. The Internet is a good place to start. If they have a website, visit it and find out about them. Search there name and see if there is any current news about them. Who are their customers? How do they go to market?
At the same time, develop a script. This is not to be read from, but used as a tool to keep you focused on the job at hand. What are you going to say and the order you are going to say it. Here are a few suggestions as to what to include in your script in no particular order.
- Your name
- Your value proposition
- Why you are calling
- Questions that will give you the information need to determine if there is a need
- Anticipated objections and responses
A script that is often overlooked is for voice mail. What message are you going to leave if you have the opportunity to leave a message. Some people will not leave a message, While I do not expect them to call back I believe it is important for my prospect to know that I have called It is important to know what you are goint to say before you say it, How many messages have you received that leave you shrugging your shoulders? You do not want your message to have that affect. It must be clear, succinct and have a call to action.
Once you have prepared your message, practice it with a friend or colleague, then start with your ‘B’ list and get comfortable making the calls.
If you plan to use email and follow up with a call, I suggest using the services of a professional copy writer, unless that is your business. Any success you have will be contingent upon having a compelling and engaging message. You may want to have two or three letters and conduct an A/B test to see which is more effective.
Again, test your approach with your ‘B’ list before approaching the prospects who you believe will be your ideal customers.
Remember that in this stage you are not selling, but determining if your prospects have a need for your products/services. Tailor your conversation accordingly.
Next week I will talk about gaining prospect approval.
Good selling,
Richard
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