When it comes to effective prospecting there is usually a complete imbalance between two critical components of an effective message. Effective here means leading to initial engagement. The two components are “the content” of the message, and the “delivery”. The being the ability to ensure that the content is packaged and delivered in a way that the recipient can full receive and digest it and get out of it what the seller intended. Most people tend to focus way too much on the message, and the content, then fail to pay sufficient focus and energy on the delivery, often resulting in great content and message being wasted.
The important part of the delivery is “dynamics”, what is happening on the prospects side of things that will enable them or prevent them from taking on the message. Your value prop is a flop if it lands on deaf ears, on the other hand if you can get the prospect to take in the message, even a semi polished message will go further than the perfect line that misses the target.
Most prospecting calls, OK, cold calls, usually fall short because the caller is thinking too much about their end of the call, not the prospects end. First and foremost they are trying, and frankly encouraged by many pundits, to come up with a message that will avoid or side step an objection. Well forget it, that is not happening, when you are interrupting someone trying to pack 16 hours into a ten hour day, you will get an objection, because you are an interruption, no matter how golden your message or revolutionary your product. The only way to avoid objections is to not make the call, and I know some resort to that method. Add to that the fact that no matter how cool or “disruptive” your product, they think they already have it or something like it, remember you called them.
So you have to make it about them. Now I know you’re all sitting there saying I already do that, but having listened to thousands of call delivered by hundreds of reps, you’re not. What I hear is people telling the prospect about their company, what they do, and their product, and only after that do they get to the good stuff, what’s in it for the buyer, but even then, it is often to general. What reps tell me is that they need to introduce themselves, no you don’t. You need to introduce what’s in it for them. By the time you get through your intro they are either asleep or looking for a window, not to jump, but to throw the phone through. Lead with the outcome, the happy ending, the punch line, whatever you wanna call it, give them the end, then work back from there. This will help you get their attention, ensure the message gets through, and will set you up to manage their objectives more effectively. Now, if you want to better manage their objectives download the Objective Handling Handbook, normally $12.97, free today.
This but one example of how the delivery can make a difference. There is also the words, the tone, the cadence, and more, the key is to not focus entirely on the message, and put more attention to the delivery and dynamics involved.
BTW – you can start by joining me today at 1:00 pm Eastern, for a webinar I am present with data.com, I will be showing you how to Mastering voice mail, e-mail, and other tools of Prospect Pursuit Success!