It is 100% certain that at any given time, a small percentage of the population wants to buy your products and services. We call them "High Probability Prospects".

Finding High Probability Prospects

What's the exact percentage ready and willing to buy? It depends on the product or service. It also depends on the effectiveness of marketing efforts; bulls-eye, targeted marketing yields a higher percentage of high probability prospects.

How can you hit the bulls-eye with your prospecting? Find out the demographics of the highest probability prospects - data on average customers and profiles of the largest customers. Ask the Product Managers at companies you represent for these demographics. These demographics are profiles of your High Probability Prospects.

High Probability Prospects are not people who are merely "interested" in what you have to sell. They are likely to want what you sell. It's just as easy to find people who want to buy as it is to find people who have to be persuaded. However, the former are much easier to close.

Once you match up your products with the right prospecting list, call them all. Never mind introducing yourself, or using any kind of "sales pitch". Just tell them:

1. Who you are and who you represent;

2. What you're selling;

3. Two features (not benefits) of the product or service;

4. Ask if it's what they WANT.

Follow that outline. Be sure your entire offer is no more than 45 words.

Don't waste time with low probability prospects

If the prospect says "no," you say "Okay, good bye." Wait for them to say "good bye," hang up, and immediately dial the next one on your list.

If the prospect says "Yes," you say "Why?" If they have a good reason, make an appointment. If they are only "interested", don't. Remember not to use the word "interested" in your offer, since "interested" implies a lack of commitment and a low probability of buying.

If a prospect wants you to send literature, get their email address and send a standard file with a standard cover note. Don