final smx prospecting
TRANSCRIPT
8/8/2019 Final SMX Prospecting
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SMX CONVENTION CENTER SMX CONVENTION CENTER
T he reality is, if you can't handle all stages of the selling
process, you won't sell enoughto stay in the profession.
However, regardless of how good you are at the six stages of
selling process, you will be out of business if you don't have a prospect.
What is the most important part of the selling process? What is the most important part of the selling process?
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SMX CONVENTION CENTER SMX CONVENTION CENTER
Without prospects, you are out of business.
With prospects, the professional sales person has a chance to
change the world -------------
starting with your own now!
What is the most important part of the selling process? What is the most important part of the selling process?
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WHAT IS HIGH PROBABILI TY
PROSPEC T ING?
WHAT IS HIGH PROBABILI TY
PROSPEC T ING?
HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
Whenever I speak to a large group of salespeople
about the success that can result from telephone
prospecting, I get several impassioned refusals
from members of the audience.
Their typical remarks are ³Cold calling is a waste
of time´ and ³I hate cold calling.´
I then respond, ³I agree that cold calling is a huge waste of time.´
There is a different telephone prospecting process that is efficient, effective and enjoyable.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
Vast majority of salespeople think that there
is only one way to use the telephone for prospecting ± namely cold calling.
I am sure you also realize by now, cold calling
is a tiring task.
It is unpleasant and loaded with rejection ±
personal rejection.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
When I say ³Telephone Prospecting,´
I am not talking about cold calling.
High Probability Prospecting is an efficient,
enjoyable way to contact and make appointments with prospects when they are ready to buy your
type of product or service.
A High Probability Prospect is one who wants,
needs, can afford, and is ready to buy your product
or service now.
Those who only want, need, and can afford - but
are not ready to buy now- are prospects that you
will not meet with now.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
But, you will continue to contact in the future,
until they are ready to buy.
It is based on the fact that people buy for their
own reasons, in their own time.
That¶s true for most of us, when we are the
prospect.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
This process requires you to call a
precisely targeted list that contains some people who already want your
type of product or service now or
will want it in the future.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
How does Cold Calling fit into High ProbabilityProspecting?
Before picking up the phone, you need to define your
target market.
If you haven't gone through the exercise of defining your target markets, start by making a list of your
best customers:
1) What characteristics do they share?
2) Are they in similar industries?
3) Are the companies of about the same size, or in the same vertical markets?
4) Or if they are using the same product and service
that your competitors are offering ««.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
The first call you make is always a cold-call.
Call is extremely short ± typically thirty-five seconds ± and creates no pressure.
It is designed to get a quick ³Yes´ or ³No´ answer.
Do not engage in conversation unless their immediate response is ³Yes.´
If they don¶t know what you¶re talking about,
is because your prospecting offer is too vague or they don¶t care.
This type of call leaves the prospect witha positive feeling about you.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
Your next call will be a warm call.
After the first call, every call you make to that
prospect is a ³warm call.´
Very few of those calls is likely to result in rejection ± if you change the wording of your
prospecting offer every time you call.
Prospects either say ³Yes´ or ³No´ to your
offers and you gladly accept whatever answer
you get.
No pressure, no manipulation, no conversations,
just a quick ³Okay, goodbye.´
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
What about gatekeepers?
Don¶t try to ³get past´ them.
It¶s not worth your time and effort.
Most executives¶ gatekeepers are their Administrative Assistants.
They usually know what their boss wants and does not want.
Make your offer to the AA and accept the answer you get.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
The R esults
You should be able to contact and make offers
to three times as many suspects.
You will find and make appointments with the people who are most likely to buy.
R ejection and stress will be greatlydiminished.
The people that are not ready to buy now, but
are likely to buy in the future, will be happy
to take your calls because they are short,
pleasant, informative, and free of pressure.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
The R esults
Because of your frequent, positive contacts,
when they think of your type of products and
services, your name will be favorably at the
³front of their minds.´
You will stop wasting your time on low
probability prospects.
You will make appointments only with people
that are ready willing and able to buy.
Your selling cycle for each prospect will be
much shorter.
Your closing rates can dramatically increase.
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HIGH PROBABILITY PROSPECTINGHIGH PROBABILITY PROSPECTING
WHAT IS HIGH PROBABILITY PROSPECTING?
Points to remember:
High Probability Prospecting doesn't eliminate
cold-calling entirely.
You will, however, make successively fewer Cold
Calls and far more "Warm Calls".
That will eliminate most of the R ejection associated with cold-calling.
Thus, you will turn telephone prospecting into an
efficient and enjoyable activity.
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HOW WINNERS TELEPHONE PROSPECTHOW WINNERS TELEPHONE PROSPECT
Attitude Determines Sales Success
Let¶s look at a plan that will help you handle
telephone like a pro:
a) a strategic telephone prospecting process,
b) an ob jective assessment of your situation,
c) goal setting,
d) resulting strategies, ande) tactics to achieve that goal.
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OVERCOME OUR RELUCTANCEOVERCOME OUR RELUCTANCE
1. Overcome your reluctance Make the telephone prospecting calls when
you feel the freshest and most energized.
For most people, this is at the start of the business day.
Think of the call as a friendly call, not an adversarial one.
R emind yourself that you have a great
product that genuinely serves a need.
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RESEARCH OUR ROSPECTS (RESEARCH OUR PROSPECTS (
2. R esearch your prospects
Check local newspapers, industry
journals, and Web sites for information
about the companies or individuals whom
you're calling.
In this way, you can start your call by
discussing the prospect's business, not
yours.
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RESEARCH OUR PROSPECTS (RESEARCH OUR PROSPECTS (
2. R esearch your prospectsTIPS:
Target call to the right audience.
Use market research to focus on your target
market.
Find out as much as you possibly can about the
company or individual you're going to call in
advance.
This gives you the huge advantage of being able to talk about their business and their
needs when you call them.
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DISTANCE ROM THE COMPETITIONSDISTANCE ROM THE COMPETITIONS
3. Distance yourself from competitions
Position yourself as different than the
competitions.
5 Unique Selling Points USP).
Develop a script around each USP.
T he USPs should describe benefits rather than features of
the product or service.
References in a script to the experiences of satisfied
customers will help illustrate and give real-life evidence of
a benefit.
Get to know your customers and their business needs very well, so you become more than just a
"supplier" to them - you become almost an
extension of their business.
TIPS: R efer to your S.W.O.T.
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PREPARE AN OPENING STATEMENT(II)PREPARE AN OPENING STATEMENT(II)
4. Prepare an opening statement
Now, write an opening statement.
Do not read the opening statement word for word.
Use your statement to organize your thoughts.
Since you have about 20 seconds to get a
person¶s attention, you can't afford to ramble
or trip up once the prospect is on the line.
Include a greeting and an introduction, a
reference point this can be something about
the prospect), the benefits of your product
or service, and a transition to a question or
dialogue.
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PREPARE AN OPENING STATEMENT III)PREPARE AN OPENING STATEMENT III)
Prepare several opening statements for your calls: «««««««««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««
«««««««««««««««««««««««««««.«««««««««««««««««««««
«««««««««««
Include questions that:
enable you to learn about the prospect¶s companyand its needs,
elicit ³yes´ responses that will dispose the
prospect to agreeing to a sales visit.
Because several calls might (probably will) be necessary to get an
appointment, each opening call to the same prospect should contain
something new to tell or ask the prospect each time you call back.
TIPS:
USPs will come in handy!
Write out possible ob jections and your
answer to them.
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PREPARE AN OPENING STATEMENT(IV)PREPARE AN OPENING STATEMENT(IV)
For example:
" Good afternoon, Ms. Marshall. T his is Ken
Brown with Green Works. I read in the local
paper that you recently broke ground for a new
office complex. We specialize in commercial
landscape services that allow you to reduce in-
house maintenance costs and comply with the
city's new environmental regulations. I'd like to
ask a few questions to determine whether one
of our programs might meet your needs."
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MAKE THE GATEKEEPERS YOUR ALLIES(I)MAKE THE GATEKEEPERS YOUR ALLIES(I)
5. Make the gatekeepers your allies
Secretaries and administrative assistants
stand between you and the decision makers
of a business.
As such, these women and men can be
valuable sources of information; they can
direct you to the right person and help you
to understand how their company might use your product or service.
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MAKE THE GATEKEEPERS YOUR ALLIES (II)MAKE THE GATEKEEPERS YOUR ALLIES (II)
Develop strategies to get the gatekeeper on your side:
««««««««««««««««««««««««««««««««««..
«««««««««««««««««««««««««««««««««««.
«««««««««««««««««««««««««««««««««««..
Sometimes asking, "I wonder if you could help me?" will help
you get the information you need, such as the name
of the right person to talk to or when the best time to contact
the prospect is.
Learning the names of gatekeepers and being friendly
helps, too.
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STAY FOCUS (II)STAY FOCUS (II)
6. Stay focus
Smooth the way for your call by sending prospects a small,
unique promotional item.
This helps break the ice and makes your business stand out
from the crowd.
YOU, could be remembered as:
"It's amazing - A P200 crazy little item we've sent out has
helped us get Fortune 500 accounts. When we call, they
say, "Oh yeah....you were the one that sent me that...³
R emember, the purpose of a call is to qualif y the
prospect and to schedule a face-to-face meeting.
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AVOID MAKING MISTAKESAVOID MAKING MISTAKES
7. Avoid making mistakes
Don't start a call by asking "How are
you doing today?" or "Is this a good
time to talk?"
The first question sounds insincere or
presumptuous coming from a stranger
and wastes time; the second gives the
prospect an easy opportunity to end the call.
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STICK WITH ITSTICK WITH IT
8. Stick with it
80% of new sales are made after the
fifth contact, yet the majority of
salespeople give up after the second
call.
Follow up and keep calling.
Persistence pays off.
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ENDING THE CALLENDING THE CALL
9. Ending the call
A cold call takes the recipient off -guard when they
answer the phone.
You are interrupting their day, so ensure that you
state your ob jective immediately, ask for their
time, and then ask 3-5 questions about their
business needs to determine if there is need to
move forward with further conversations.
This will show your prospect that you are
respectful of their time, yet you have something
to offer that they may not even realize they need.
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ASSESSMENT- Attitude Determines Sales Success
With every skill you acquire, there is always a
process of identif ying your own weakness,
assessing your own skills and seeking to improve.
When designing a prospecting process
you'll need to take a comprehensive as well as ob jective look at your individual
situation.
KEY TO YOUR SUCCESS (I)KEY TO YOUR SUCCESS (I)
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ASSESSMENT
Here are six of the considerations for
filling the " new business" pipeline:
1) What are the key characteristics of your territory?
Customers, references, competition, suppliers, market share,etc.
««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««« ..
2) Where and how does your product or service best fit? In which
companies, markets, geographies?
««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««
3) To what degree is your company name or brand
recognized by your potential market?
««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««
KEY TO YOUR SUCCESS (II)KEY TO YOUR SUCCESS (II)
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Here are eight of the considerations for f illing the "new business"pipeline:
ASSESSMENT
4) How effective have you been at prospecting? Do you have the skills, tools, and determination to make it work?
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««««««««««««««««««««««««««««««««««««
5) How much potential business is out there for you, based upon your analysis of your territory?
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6) What has been your conversion rate? That is how many leads does it take to create a new customer?
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KEY TO YOUR SUCCESSKEY TO YOUR SUCCESS
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GOAL
There is a new business revenue number to
which you must commit -- to your management
and to yourself.
(Do you know that number?)
(Are you committed to that number?)
You must be convinced, based upon your assessment, that this goal is achievable.
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STRATEGIES
Winners will typically devise a number
of strategies, which together provide
the how - as in,
"How am I going to achieve my goal of
$3.5 million in new business this year? "
Here are the 14 proven strategies:
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STRATEGIES
1) Improve the skills you determined were weak in your assessment.
2) Ask for referrals.
3) Target a list of 50 companies or more.
4) Commit to prospecting two to eight hours every week.
5) Qualif y, qualif y, qualif y!
6) Commit to following up.
7) Make prospecting a quality, not a quantity effort.
8) Make it a practice to do some research on everycompany which you target to prospect.
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STRATEGIES
9) Get your messages and talking points down cold.
10) Decide in advance whether you are going to leave a voicemail message for people you can't
reach and what that voicemail will contain.
11) Be prepared.
12) Provide value at every point of contact.
13) Take notes. R ecord key points.
14) Invest the time for tracking and measurement.
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STRATEGIES
Planning, questioning, listening,
Internet research, relationshipbuilding, networking, and
telephone skills are all critical for
effective prospecting.
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Prospecting is the key to your sales success
practice, practice, practice, practice, practice, practice,
While TELEPHONE PROSPECTING may never be
much fun for you, you can get better at it, and the more you practice, the more effective a sales tactic it will be.
So get your script and your call list together and reach for the phone.
The people who want to do business with you are out there - but you have to let them know about you first.
KEY TO YOUR SUCCESSKEY TO YOUR SUCCESS