Do you take time to really think about why you are calling a prospect or a client? Do you reflect on how effective you have been, post the 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 sales people make sure prospecting is part of their daily repertoire.
Like many things, prospecting is a process and, as a business development person, you will need to do over and over again – approximately 500-1000 times in a year at least!
However, most people do not prospect effectively and many find it a daunting experience. Much of the controversy about the ‘do not call’ debate, in my opinion, is centred around the quality of calls being made.
Most of the people who are being complained about are not prospecting effectively at all. They are usually calling and imposing themselves and their agenda on others with no regard for the other person and their wants or needs. Their prospecting calls are usually all about them, not about you.
If you want to connect with another person and have them interested in you and what you have to offer, you must first be interested in them.
By contrast, if a person rang you, explained (very briefly) who they were, showed some respect for your time commitments by asking you if you were in a position to speak to them now or later, and then quickly and respectfully stated why they made the effort to call you (all stated from your perspective and for your benefit, of course) then you might give them a minute just to see if what they were calling about was worthwhile in engaging in a discussion or not.
From the customer or prospect’s perspective there must be a valid reason 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 you don’t position yourself to find out if they want to be saved of not, then you are in trouble.
From the first phone call, to the ‘thank you’ after your first meeting and subsequent meetings, each contact must add value to the client. Each contact must have a valid reason 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? Ie you have heard there is new project on the agenda and you would like to make contact with the key stakeholder who is 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 – A VBR must be meaningful and relevant to the prospect. It should be a reason why the prospect should want to speak to this person further. It must be of value and important to the prospect and answer the ‘what’s in it for me’ 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 sales people to get their heads out of their products and look at the markets and the broader world they 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 intro
• 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.
To generate effective VBRs, get your head out of your products and 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:
Prospector: “Hello XXX, this is Sue calling from company X, do you have a moment to speak?…”
If they say ‘yes’, proceed:
Prospector: “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 and to see if we can be of any service.”
If they say ‘no’, then say this:
Prospector: “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 and understand more about your business and to see if we can be of any service.”
Remember to position yourself favourably.
Before you can engage in any conversation with your customer or prospect, you have to give them a reason to want to talk you.
Sue Barrett is founder and managing director of BARRETT, a boutique consultancy firm. Sue is an experienced consultant, public speaker, coach and facilitator. Sue and her team are best known for their work in creating high performing people and teams. Key to their success is working with the whole person and integrating emotional intelligence, skill, knowledge, behaviour, process and strategy via effective training and coaching programs. Click here to find out more
Click here for blogs from Sue Barrett.
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
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