You Can Learn Any Skill
Fortunately, prospecting is a skill that you can learn. If anyone else is good at
prospecting, that is proof that you can be good as well.
You simply need to learn
the strategies and techniques used by other top people and then adapt them to
your own work until you feel comfortable with them. After that, your sales
success is guaranteed.
By now you have done your creative thinking and analysis of your market.
You have identified your major competitive advantages
and your unique selling
proposition. You know exactly the very best type of people to talk to, what to
say, and why they should buy from you rather than from anyone else. You have
loaded your gun and cocked it. Now you have to aim and fire.
This is the hard part.
Now you have to contact, either by phone or face-to-
face, a real, live prospect who has never seen you before. This is one of the most
fearsome parts of selling—until you master it.
The Process of Prospecting
An ongoing analysis of your product and your market
will give you a continuous
stream of new prospects and prospect groups to call on. Your first contact with
the prospect will begin the process, which will or will not conclude with the sale.
Therefore, every word of your approach or introduction must be planned in
advance to accomplish the following goals.
Break Preoccupation
Your approach must
break the preoccupation of the prospect. Everyone you
call on is busy and thinking about other things. They
are completely involved in
their own problems, work, family, health, business, or bills. Unless you can
break through this preoccupation
with your opening words, you never get a
chance to make a sales presentation.
Some salespeople phone, introduce themselves, and
begin talking about their
product or service immediately. A better way is to introduce yourself and then
ask, “I need about two minutes of your time. Is this a good time to talk?” Only
when the prospect has confirmed that he has a couple of minutes to listen to you
do you ask a question aimed at the result or benefit of what you are selling.
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