It seems prospecting is back in style, we’re talking proactive, resource and process based methodical approach to professionally engaging with potential buyers, by leveraging all the tools and techniques available to them. While in the early part of the decade you’d be hard pressed to find pundits singing and parsing the virtues of a blended approach that includes the telephone. We were exposed to social selling, inbound marketing and a host of other alternatives that had two things in common, one they all insisted that these were the only thing you needed and anything that was present before the Lehman melt is no longer valid, and should be abandoned. And most specifically, that cold calling is (was) dead. Well it seems 2016 the pendulum is coming back to centre, where all techniques can be leveraged and combined for sales success. Earlier in the year we got Fanatical Prospecting from Jeb Blount; and now we have the opportunity to read Mark Hunter’s High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results
If you are familiar with Mark’s work, you know that he not only tells it like it is, but deals directly with the entire process, starting with planning, through to specifics and details of implementation. He avoids the trappings of the many “feel good” books on the subject, and focuses on the things most sellers struggle with. That’s what makes the book a must read for anyone looking to succeed in prospecting.
And let’s face it, if you can’t prospect, you can’t sell. To build something new, you must first raze existing structures, and that’s where Mark starts, breaking down current myths about prospecting, giving you the space and uncluttered mind that will help [ you implement the many techniques in the book. I especially love Part I: Basic Truths About Prospecting, Mark clears the deck, and builds from there.
One thing that many don’t well in prospecting is plan, I have always said one of the things hindering effective prospecting is the lack of a process, which includes planning. When recently asked what is the biggest mistake sales people commit when prospecting? Mark responded:
“Wow, that’s a loaded question, as unfortunately there are numerous things most people get wrong. What stands out the most is failing to have a plan and following through with it. Too many people make a bunch of calls one day and think that’s all they have to do.
Prospecting requires a plan that equips the lead or prospect to see that your goal is to help them achieve something they didn’t think was possible. Succeeding at this requires numerous touches with multiple messages over a specific period of time. This requires a strategy few people are willing to develop and execute.”
To be fair, often the lack of willingness on sellers’ part to prospect is a result of a lack of ability and knowledge as to what and how to do things right. Well, that is should no longer be a challenge for those reading this book. The rest of the book lays out in detail the steps and actions a seller with the goal of succeeding at sales can follow. This includes the tough stuff, whether you are selling to small companies, or to enterprises.
As someone who has spent years beating the drum for prospecting, I am glad to see a book that does the practice justice. Read it, you’ll thank me for telling you to, and Mark for writing it.
Better yet, if you visit the page Mark set up to celebrate the release of High-Profit Prospecting, you can take advantage and benefit from a number of available bonuses. Click here for more.