The online version of the Merriam-Webster dictionary defines prospecting as finding “a potential buyer or customer”. In the real world though, I think you’ll find that “prospecting” is generally thought of as finding a buyer or customer today. The “potential” part is often ignored.
The dropping of “potential” may strike you as trite, but it isn’t. Let me explain.
The problem with how most B2B sales organizations approach prospecting is that their intention of initial contact is to introduce or conduct a product or service sale. Most B2B sales professionals have been trained to believe that the initial contact, the first meeting, is the time to launch into a sales pitch. This should not be the ambition of the first meeting and therefore, should not be how one begins to prospect.
First of all, B2B sales people don’t do business with “companies” or “customers” as defined by the name of the organization. They do business with people.
When I conduct a First Approach ® session, I sometimes ask participants to tell me the name of their best client. They almost always respond with the name of a company or organization. I am never given the name of the person at that company they do business with, and that says a lot.
Prospecting is a process. That process begins with selling ones self and getting ones foot into the relationship door. Prospecting should never be about pitching a product or service in its initial stages because that pitch will fall on deaf ears. Prospects need to trust the person first and that person is you.
Prospecting starts with making contact with an individual and from that, if appropriate, a face to face meeting. In that meeting, there is what is being discussed, and then there is what is really going on. The prospect is sizing you up.
We believe, because of our training, that this evaluation will be based on how we present our product or service and the value of that offer. While that may be part of it, the real initial assessment is based on what the prospect thinks of you. What will they be looking for?
First, they’ll want to know if they can trust you.
- Next, they’ll be sniffing the air to see if you smell, yes smell. Sales people that come on strong with sales pitches or, do all the talking emit an odor that smells of caring about one thing, themselves.
- Prospects will weigh, consciously or sub-consciously, the idea of what it would be like to work with you. Remember, adopting a new vendor – person – into the prospect’s life means having to interact with someone new. Would you buy something from someone new if the deal sounded good but they rubbed you the wrong way?
In First Approach, we use an analogy to describe the correct prospecting process. “First you call, then you have a first date, then you court, then you trust and then, you commit.” It’s a pretty simple concept but one too frequently missed.
Slow down, give prospects the chance to buy you before you attempt to sell your product or service.
First time sales are rarely made in the first meeting. It is unrealistic to think a prospect will come to trust you, the person, in that first meeting.
Take the time to get to know a new prospect. Learn as much as you can about them, the person, without inappropriately invading their personal space.
Be inquisitive and from that, become informed about both the person and their challenges. Do that, and you’ll discover your queue for the next point of contact.
Finally, remember. Commitment does not occur without courting and courting will never precede a first date. Ready? Pick up the phone and start a new relationship.