Here is a Hint: You need to master both Message Delivery and Consistency
Almost daily I find myself in discussions about prospecting. Most sales people really don’t get it. Let me break the code for you: Unless you have game-changing product or service, selling is always, to some degree, a numbers game. Therefore you must have a large population of potential prospects that you reach out to. Of those you reach, only a percentage of them will be true prospects for what you sell. More prospecting leads to more true selling opportunities. More effective prospecting equals more sales.
The really interesting question I ask sales professionals is:
“What do you do when you have found a true prospect?”
The answer to this question is, in part, what separates great sales people from the merely good ones. Sales professionals grasp that the key to turning prospects into sales is getting the potential customer to think your way about your product, and to do this quickly and consistently.
There are two parts to prospecting that will really help you focus prospects on thinking why your product is the answer.
The right message about your product: It’s not a pure “feature- function” discussion. It’s about how you go about positioning your product that separates you from the other sales people. It needs to be a thoughtful message. And it must quickly position the benefits for the customer. The right message is hard to craft. Messages are not completely generic, but actually require slight adjustment for each prospect based on your insight.
Sales Thought: You must have a consistently repeated message for each account.
Unfortunately, most sales people change messages each time they call on the prospect. This not only doesn’t work, it confuses the prospect and reinforces stereotypical feelings about you as a sales person. Neither of these outcomes, confusion or your appearance as a typical sales person, will lead to a good result.
Instead of delivering mixed messages, ensure that you settle on a key message quickly, and then repeat it. If the prospect enters the selling process by hearing a key message, one that makes sense for them, and you repeat the Message to multiple prospects within the account, this will become your Message.
Think of this as water dripping on a rock. When you drop it the first time, it bounces. If you keep up the drip – with the right delivery – it will begin to have an impact!
Sales Thought: The combination of right Message and consistency will help you get true prospects into the selling process.