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Management & Sales Training Newsletter
“All Prospects Are Not Created Equal”
Most top sales professionals are not simply born. Most top sales professionals have risen to the top because they’ve determined that’s what they want and they practice and perform skills that get them the results they desire. There is a recipe or formula for success. Winging it will leave you frustrated, broke and looking for another career.
You can be certain that all prospects are not equal and it’s important that you know the different mindsets and situations your prospects will be in upon your initial approach.
The Four Situations You Will Find Your Prospect In:
1. Known Need, Willing to Talk
Salespeople often get excited about a “hot” prospect who either is a call-in or whom you’ve happened upon. They tell you they’re in need of what you’re offering and they sometimes even tell you they need it right away.
A word of caution here…you must be careful to ferret out those prospects that seem to be in a position to go ahead right away, but are merely price, commission or rate shoppers. Also be weary of the prospects that are simply using you to get a better deal with someone they’ve already chosen to work with.
2. Known Need, Unwilling to Talk
Oftentimes, you’ve learned there is a need from someone other than your prospect(friend, family member, co-worker, etc.) Although it is apparent there is a need, your prospect, however, doesn’t seem to want to talk to you.
Reasons for this may vary, but many times the prospect may have had a negative experience with your company or your competition. Another reason for this type of complacency is that they may simply not want to hassle with making a change right now.
In this situation it’s very important that you have as much excellent pre-approach information as possible so that the prospect is compelled to speak with you. Ideally, your prospect should feel that you know their situation so well that they should be paying you a consulting fee just to talk to them.
Look at it this way…when you don’t know much about your prospect and how your product or service will make an effect that he or she cares about, what do you tend to start doing? You resort to reciting features and benefits about your products and your company, right? And guess what? Every other salesperson they’ve had the privilege of talking to has done the same thing!
3. Unknown Need, Unwilling to Talk
You realize a need your prospect has that your product or service fills due to your knowledge or experience, but the prospect is initially unconvinced that there is any reason to speak with you. Your prospect may not realize how painful it may be to be in their present situation until you’ve done a good job uncovering some dissatisfaction and the consequences of doing nothing.
You can accomplish this by showing them where they are and where they could be with your product or service. You then demonstrate that your product or service is the bridge over that gap and focus on the cost of not buying your solution.
Forget practicing the Golden Rule of selling or in other words, “Sell unto others as you would them sell unto you.” Why? Based on personality profiling statistics, 75% of the people you’re calling on aren’t motivated to buy in the same fashion that you are.
What do you do? Focus, instead, on how that person buys and match your sales approach to that. If you can see Joe Jones through Joe Jones eyes, you can sell Joe Jones how Joe Jones buys.
4. No Need, Willing to Talk
We’ve all run across the prospects that seem to be quite willing to chat with you and are very cordial, but they have no real need or desire to pay for what you’re offering. You, therefore, must qualify your prospect. How do you do that? Asking questions. For instance, if you are in the real estate business, you might ask, “If I can show you exactly the home that you’re looking for, when are you ready to take possession?” If they can’t answer that question or are seem to be very vague, you might probe a bit more, but they’re probably not a prospect for you right now.
The bottom line is to safeguard your time. If you want to make friends…that’s great. Just don’t expect to get paid for it!
