Want to Hear "Yes" More Often From Your Prospects?
Part 2: Target GOOD Prospects (8 March 2010)
Last month we talked about avoiding the numbers game in prospecting by consciously searching the internet and other sources for Strong Suspect companies that are likely to be “good for you.” This is the first part of finding a good prospect.
The second part of making your prospecting effort more effective involves trying to determine, “Who are you good for?” from within your list of Strong Suspects. Experienced prospectors know that there needs to be evidence of obvious mutual benefit in a potential sales relationship in order to make the effort worthwhile.
Here’s how it might work for you…
Instead of launching yourself into high risk, high cost access and selling activities with half-qualified suspects, stop, and consider how you might be able to help this client before you make first contact.
In order to do this, you first need to have a good sense of the value of your offering to clients in general.
Start by considering:
- What business problems do you typically solve for customers?
- What can customers do because of your offering that they could not do before?
- What do you typically help customers improve, increase or decrease?
Armed with a sense of your own offering’s value, you now need to ask, “Do any of my Strong Suspects want or need what I have to offer?” Searching for “What’s most important to these suspects right now?” will help you answer this question. Go back to your research and look for your Suspect’s current goals, objectives, critical success factors or market place challenges.
When you find an obvious link between what they need and what you have to offer, you earn the right to promote your Strong Suspect to a Good Prospect. In addition, with the link, you will find the foundation for a strong access message and eventually a strong foundation for a sales relationship.