One cold call just won't do it any more. Here's why:

Three key facts make finding qualified prospects extremely difficult in today's B2B climate. It's these same three facts that have forced businesses to re- think their approach to prospecting.

Fact #1: Decision Makers are crunched for time

At every level of a firm, people are working double duty. With decision makers stretched, your prospecting efforts are competing with many other priorities just to get noticed.

Your cold call doesn't get answered as much, prospects have less time to talk, and your voice message is not remembered as it once did. Your email may be deleted, ignored, or saved for a future time to review.

This isn't necessarily a lack of interest. It's a lack of extra time.

Successful prospectors keep trying until they find the right moment. They implement multiple attempts, with the goal of reaching a decision maker when the decision maker just happens to have a little downtime.

Fact #2: Companies continue to delay major purchases

Even when you reach a decision maker who needs your product or service, the company may not be ready to spend. Your prospect might want to gather and keep your information for the future.

Asking for more information has always been interpreted as a push-off. This isn't always the case in today's economy.

A qualified prospect who doesn't purchase now isn't necessarily a dead lead. It could be a qualified lead that needs your cultivation.

For leads that could turn into future clients, successful prospectors send "more information." They also develop a series of "stay in touch" contacts which include emails, phone calls and even hard copy mailings.

Fact #3: Decision Makers are risk-averse

Across the board, even at profitable companies, firms are scrutinizing virtually all spending decisions. Decision makers are often reluctant to champion an unknown vendor. It's easier for them to purchase from an existing relationship, or from someone who has immediate credibility. This puts new vendors at a disadvantage.

But, these hesitant purchasers aren't necessarily uninterested. They may not want to put their own jobs at risk.

Successful prospectors build each new relationship on trust and credibility, making it easy for prospects to champion them. They might reference other influential clients, awards they have won, or certifications that differentiate them.

What does this mean for cold callers?

1. Stay away from one-call prospecting campaigns.
2. Incorporate emails, and possibly webinars, paper mailings, conferences & tradeshows and other vehicles into your prospecting campaigns.
3. Reach out to your prospect lists repeatedly in regular intervals over the course of years.
4. Cut through the clutter with compelling messages that differentiate you and establish credibility and trustworthiness.
5. Know the strengths of the different vehicles:
• Use the telephone to qualify leads and bring them through the sales process
• Use more passive vehicles to stay top of mind, and create opportunities for prospects to contact you directly

VSA, Inc.
441 Station Avenue
Haddonfield, NJ 08033
856-429-5078
valerie.schlit@vsaprospecting.com
www.vsaprospecting.com