Tool Review – Prospecting Attitude
(From Knock Your Socks Off Prospecting)
You work for a company, sell something, and then you get rewarded for it… you get paid! Isn't selling a great career? You can control your income level to a certain degree, which is one of the reasons you are in sales.
Prospecting is an important part of your job and your success. You hate it, but you "have" to do it.
There are a few rules you may want to follow in this game of selling to make your prospecting job a whole lot easier, and easier is usually better than harder.
- Be Positive
- Be Aggressive
- Be Persistent
Sales people do not really look forward to prospecting, but it is something they have to do. They would rather do anything but prospect, but "Hey, someone has to dig that trench, so okay, I'll do it".
Well, how do you think you are coming over the phone or email to your prospect with that attitude? Yeah, you think you can turn it on when you have a prospect on the phone, but your overall attitude is what will get you that call, not the "I'll turn it on when I need to" approach.
It is our experience that a positive attitude is one of the overriding values between success and failure in cold calling. People want to talk to positive people. Pretty simple rule. Positive, happy attitudes are contagious. How you leave a message, send an email, or actually talk to a prospect comes across louder than the message itself.
TIP: - When communication is broken down, there are three variables:
- Content – What is being said
- Tonality – How something is being said
- Non-verbal – Other messages that come across to the recipient other than words
Studies show that most people believe that content is 40-60% of communication, tonality accounts for 20-30%, and so does non-verbal messages (eye movement, held tilt, pauses in a conversation).
The truth is
Content is 7%,
Tonality is 38%,
and Non-verbal Communication is 55%.
That means 93% of communication is how you say something, not what you say. Mom was right, it's not what you say; it's how you say it.
A positive attitude will win you friends, get you rewards, and make you more successful at cold calling. Don't be Howdy Doody, but a smile never hurt anyone. Put a mirror in your cube when you call (you usually smile when you are looking at yourself).
"Hi, I'm not here right now, if you leave your name and number, I'll get back to you as soon as I can. If it is important, you can get me on my cell phone at 555-5555." How many sales people do you think hang up and call the cell phone? How many sales people take that extra step? About 9%. 91% of sales people are saying, "What I am offering is not really that important, so I'll just leave a message." The order goes to the sales person who asks for it, not the one who presents a great case and waits for the buyer to say, "Okay, I'll take it".
There is a fine line between aggressive and obnoxious. Aggressive is when you are being aggressive because you want to help your prospect. Obnoxious is when you are prospecting to help yourself. The aggressive sales person “knows” what they have to offer will help their prospect in a big way and that comes across every cold calling day.
Remember the persistent saying you read about Abraham Lincoln?
Lincoln was defeated when he ran for the Illinois House of Representatives in 1832. But he was victorious in the House race in 1834, and was then reelected for three consecutive terms.
He was defeated when he ran for the U.S. House of Representatives in 1843, then ran successfully for a House seat in 1846.
He was defeated for the Senate in 1855.
He was defeated for Vice President in 1856.
He was defeated for the Senate again in 1858.
Finally, in 1860, Lincoln was elected President
Lincoln showed us what persistence is all about. Persistence is our ability to take a defeat and turn it into a positive. What you do with those non-returned emails and phone call is up to you, but the more persistent you are, the higher degree of success.
TIP: The right Buying Window.
You also may want to consider the metaphor of the Buying Window. Many things have to be "right" to get a sale. You have to have the right price, the right product or service, and you have to talk to the right people. There are many rights.
The right time is important, and we are talking about the buyer's time–not your time. The Buying Window has to be open. You may have placed five calls to a certain prospect, and then just given up. "Oh, he never returns my calls, so there is no need/interest there." The buyer is saying, "You know, I have to get back to that sales person. I do not have the time this week, I'm really busy, but I should get back to them next week."
The next week, the "Buying Window", is open and the prospect will take your call. Are you going to be persistent and call them?
When the Buying Window opens up, you need to be there to jump through. Persistence will put you in the right spot, at the right time.
Follow these three guidelines and the money will come in droves and your job will be easier, and you will like cold calling a heck of a lot more, because it will be easier and more successful than ever before.