The 3 Laws of Prospecting
When we conduct workshops teaching prospecting, we are always
concerned about how the participants will actually implement and
use the training. Sadly, too often people will learn and
practice the skill in the workshop but not make it a new part of
their business life once they leave the training.
In a workshop a few years ago we asked the participants, "How
many of you will use this method of prospecting?" All raised
their hands, which made me feel good. Then I asked the wrong
question. "How many of you are willing to be tracked in your use
of our prospecting method?" Only one raised her hand. We did
track her and she quadrupled her business in 4 months. We were
delighted.
A few other members of that class did implement the program and
enjoyed the benefits of acquiring new customers.
The concern we want to address is: How do we get Prospecting
training from the classroom to the field?
This is where the 3 Laws of Prospecting comes in. The 3 Laws
are: * Prepare * Practice * Persist
We conduct skill based workshops, so we cover these laws as an
integral part of the program. But the final burden falls on you,
the individual sales professional and/or sales manager.
In the workshop you would prepare the words to say, determine
how many prospecting calls need to be made to achieve your
goals, and establish a follow up system.
Then, just like in all skill based training workshops, you
practice your words in role plays. As a matter of fact, we have
you practice it a lot.
Now, here is where the system can break down. The 3 Laws of
Prospecting must all be done, or they won't work. Therefore, you
must persist in your use of the new skills.
If you prepare and practice, but don't persist, nothing new
will happen. 66 2/3% equals failure.
The primary benefit behind our prospecting program or any other
program comes from long term use. That means persistence.
Persistence relieves a lot of pressure on you, the sales
professional.
First, it means that you take a proactive approach and are in
control of your fate. This is a big mental boost for any sales
professional. Second, persistence assures that you call on
all of the prospects in your market and follow up regularly,
assuring a chance to sell everyone. Third, you never have to
be concerned about the outcome of any one call, because you
will be calling on everyone. Fourth, it will mean an end to
Crisis Prospecting.
Crisis Prospecting is done far too often. Most of you have been
in a situation where you have not prospected as you should and
your sales are down. Now you find that you need to sell to
virtually everyone you call on - that is Crisis Prospecting.
In commercial and industrial sales, you won't sell on the first
call. As a matter of fact, studies show that these sales are
usually made after the 3rd call. This means you have to keep a
constant flow of new prospects in the "pipeline." The only way
to do this is to persist at the prospecting process.
Keep in mind that some people will buy soon, some a little
later, some later yet, and others further in the future. Our
problem is we don't know who they are, so we need to call on all
of them and get them in our system.
We were once competing with two of the big national training
firms for a client. The process extended for nearly two years.
When we finally won the contract I asked the client why he had
selected us? Was it my dynamic presentation, our skill at
conducting workshops? Why had he selected us? He said, "You are
the only ones who stuck in there over the long run. Everyone
else gave up. I want our sales people to persist like that."
When I am in the field making prospecting calls with a client's
sales professional, we too often find that the prospect has
recently purchased a new product from a competitor. The sad fact
is, our client never even had a chance to try for the business
because they had never called on the prospect. This is
embarrassing for the sales professional who has been in the
territory for a while and bad economically for the company.
We include a tracking form in our training, but it must be used
by the sales professional and reviewed by the manager. It is
simple. We suggest that you simply list the date of the
prospecting call, the company called on, and the name of the
individual within the company who will has responsibility for
the purchase. That's it. Nothing more, which is in line with our
philosophy of keeping things simple.
We don't want to know the outcome of the call for a very
important reason. As sales people, you tend to think that you
will be judged on your prospecting performance by how many
people you sell on the first call. Remember that buyers don't
buy on the first call. We just want to know that you are making
your prospecting calls. That is persistence.
Ironically, once you have prepared and practiced and actually
begun the process it becomes easier to persist. Therefore, the
burden falls on the individual and the manager to see that the
new system of prospecting is implemented.
Regardless of what sales prospecting system you use, however,
the 3 Laws of Prospecting must be applied - Prepare, Practice,
and Persist. Life will be more fun and a lot more rewarding.
Sell Well and OftenTM
Bill Truax Bill@BlitzCall.com 800-253-1214