Most see selling and prospecting as two different things, as evidenced by the fact that while apply themselves to the former, but save their real creativity to avoiding the latter. But the fact remains that you can’t sell without prospecting, but sadder still, you can prospect a lot without selling. Mastering the skill-and-art of proactively prospect, especially buyers who don’t know them, is the ticket to continuous sales success. But people avoid prospecting because of the rejection factor; that nagging reminder that sellers are mere mortals after all.
Successful professional prospectors also know that sales and prospecting are different, and it is how they view that, and what they do that helps them deal and succeed.
Being that sales and prospecting are two of revenue process, each has its own set of objectives, and related activities, and desired outcomes. For prospecting, the singular and only objective is engagement with a buyer, plainly speaking, as many of you would express, “getting in”. To do that they avoid doing two common things, this in turn contributes to their prospecting and by extension sales success.
Thing 1 – “Gatekeeper”
People focused on leveraging clients’ objective for prospecting success, detest this term. It puts you and someone important to your success in adversarial posture. Conjures up the image of the bridge keeper from The Bridge of Death, keepers of the gate to sales Nirvana. To be clear, this is not about a receptionist in the lobby, (sometimes lock away from her colleagues), but an executive assistant or personal admin who work with the executives you want to sell to. They are not the enemy, nor do you want them to be, as they have a lot knowledge you’d love to tap into, and influence with the very individual whose influence you seek.
By now you are probably hip to the new number in town, 5.4, wonderfully unpacked by our friends at the CEB in the #ChallengerCustomer. No one knows those players better than what many mistakenly call the ‘Gatekeeper’. If you start treating them in the same way you would any of the 5.4. Furthermore, they are a unique source of insight as to who your Mobilizer may be. Rather than following the advice to isolate and exclude, you should think and do inclusion, tell them what you would tell the person he/she assists. Engage around who the executive may delegate the kind of projects or products your offering has improved or moved towards their objectives. Yes, Virginia, we are talking on the first call, I want to get in, not play coy.
Thing 2 – Decision Maker
It’s not about the maker, it’s about the decision. Hard for many Judeo-Christian sellers to just let go of the Maker.
Whenever I ask a group of sellers, who they want to reach out to when prospecting an organization. The answer is overwhelmingly “the decision maker”. Now I have used a range of directories and lists, and many had some on-depth information, but rarely did they have the title Decision Maker. And given that the studies show that there usually more people involved in the decision, looking for one maker may not be the best approach.
The thought process for prospecting should be about the decision, not the maker; about mapping the decision to objectives you can contribute to, who you impact internally and in their customer base, and most of all what your specific impact is. Looking at getting a decision and what is involved in that, and then building your track around that for all involved, will help you uncover anticipated advantages in creating and extending conversation, especially to where you can converge them around you. Looking for a Decision Maker, will narrow your focus and cause you to miss things you could leverage even if you found Salomon.