In the past I, have highlighted how many sellers are limiting if not sabotaging their opportunities while telephone prospecting. The main reason for that is that they are approaching things from a deficit, they are casting a small and porous net, one that only captures a small set of buyers, those with a defined need. This would work great if a large segment of the market had needs they were willing to act on, but the reality is that most potential prospects do not. And that is where a lot of sellers get confused, and struggle to effectively connect with those potential prospects who don’t have or recognise a need.
When it comes to prospecting, especially phone prospecting, looking for need will kill your success. Many who do have the need are looking to get past it and are looking for someone with a vision beyond. While those without a recognized need, will just object to the call, leave those looking for need or selling solutions rejected and dejected. The vicious circle of events that gives cold calling a bad name.
But what would happen if you cold called and led with outcomes built around the prospect’s wants rather than needs?
So, if you’re going to be interrupted, what would you be more receptive to:
- Hearing about how this unknown entity can satisfy a need you do not have or recognize?
- Or how they may help you get to somewhere you want to get to?
For most (honest) people it is the latter. Yet most sales people, encouraged by their managers and a hoard of pundits, default to the former. Yet it is this same group of sellers and pundits who will tell you that cold calling doesn’t work, just witness the rejection level.
Rejection in prospecting is a result of two factors. One you can’t do much about, and that is the fact that you are interrupting an already busy day, and they want to eliminate the interruption and get back to work. Second, the interruption is all about a need they do not have or recognize. Often they don’t recognize it because it is all about needs described in marketing speak by a nervous fast talking squeaky voice.
Interrupting is not as bad as some would tell you, the same people who go on about interrupting with a call, embrace the concept of “disruption” just to be cool. Let’s call a spade a spade and get past that excuse for not properly prospecting. So now we are down to message.
Speak to something they want to do, and all of a sudden this interruption can be seen as insight. It demonstrates an understanding of where the prospect is, and where they want to go, and what they want at the end of that journey. Speak to their wants, they may still may not like the fact that they were interrupted, but the message around wants and impacts, is a bit compelling. Handle the objections head on with how you have helped others like them achieve their wants, and the objection is like an invitation for more details, possibilities, and engagement.
How do you know what their wants are, what they want to achieve, the impacts they seek? Just look at your past pipeline opportunities. Not just the wins, but the losses and those that are stuck in the limbo of no decision. All this is in your CRM, assuming you are using it the way it should be used. Forget ABM, focus on the individual and what they want, they will not object to any of that.
Believe me, you need to change your prospecting approach if you want to succeed in selling to the whole market.