Sales Prospecting Perspectives

Before YOU Pick Up The Phone...

  

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I've been talking with you for the last couple of weeks now, and we have covered how to best craft a powerful 30 second intro and email for your calling efforts.  Now, let's talk about execution. The fact is, having a message that is going to resonate is great but if you don't have a defined prospecting process, it will probably fall on deaf ears.

Let's assume you've just purchased a quality list from Jigsaw. You've taken the time to put together a solid script that you are anxious to test out. What would say is the most logical next step? Pick up the phone, right?  Wrong.

There are some important elements that need to happen before you even pick-up the phone. Here are few things I would suggest you do before you dive in:

• Do your research before you dial: Take the time to read up on the company web-site before you pick up the phone. The last question you want to field is..."well, do you know what we do?" ...if you don't, you probably won't get very far. Also, if you have the time, read up on the title you're targeting. You can separate yourself by referencing the work they have done in their field or a recognition they may have received.(Linked-In is a great resource for that kind of info) Though you might sound like a bit of a kiss-up, it will certainly separate you from every other sales jockey that calls them throughout the day. My colleague, Chris Snell, speaks more about pre-call planning here, in The CRAP Report.
• Target multiple titles: You can't always assume that the name you have on the list is going to be involved in doing the research and making the decision. The more contacts you pull into the mix can help to dramatically decrease the time it takes to get in front of your ideal contact. Three names is generally the magic number for me. Most of us have always been told to call high into an organization, but along with a VP I would suggest pulling someone in at a director level or manager level. Chances are, you'll probably get passed down to them anyway.
• Devise your call plan and BE CONSISTENT: How many attempts do you feel are required before you decide to give up on a prospect? I have dealt with many sales teams that have varying opinions on what is appropriate before you cut-bait on an unresponsive lead. The typical sales guy we work with would classify a lead as "unresponsive" after 2 voicemails and 2 emails. In my humble opinion that isn't enough. What we have discovered is that on average it takes 7 touches before you receive 1 response back even from a warm lead. Your calling plan doesn't necessarily have to be anything wildly elaborate, but CONSISTENT follow-through is key after that initial dial. Generally speaking, every sales team that I have worked for/with has had an excellent command of the follow-up required to capture your target audience's attention. It's all great in theory, but very rarely do they actually put it to practice. The successes I had in the cold calling game was attained by a very deliberate approach with every dial I made, day-in and day-out.

NOW it's time to pick up the phone. Next week I want to review how to best position your message with everyone from a VP to an administrative assistant. Let's face it, even the admins play a role in moving you forward in the sales process.