Sales Prospecting – Learn to Love it & Beat the Competition Easily
The average sales person may say that he or she hates prospecting. While it is an unavoidable part of life in the sales profession, it is regularly seen as a necessary evil rather than as an effective business tactic. Excuses will arise into how time can best be spent following other leads or using other methods. However, this should not be the paradigm in which the sales process is conducted. Efforts must be made to motivate sales teams to enjoy prospecting and to better appreciate the advantages of this essential sales tactic.
Why do Sales Professional Hate Prospecting to Begin With?
There are aspects of every profession that become tedious and tiresome with time. Within the sales profession, prospecting holds that mantle for many. Prospecting is held in this regard because it takes a lot of effort and energy to make call after call, leaving countless messages, and trying to navigate the labyrinth of receptionists and executive assistants who stand in the way of actually communicating with their intended prospective clients. Just in the pursuit of one contact, a salesman may need to devote time to dozens of phone calls and emails, with no guarantee of a reward at the end of the effort.
With all of the hassle and uncertainty involved in prospecting, it’s no wonder sales people resist incorporating this strategy into their daily routine. This is especially true of veteran sales people, who have undoubtedly been rejected on countless occasions in this process. Most people like to take the path of least resistance, and prospecting/cold calling certainly does not fall into that category.
Change the Mentality
Prospecting in its purist sense is the development of prospective customers. It is not truly cold calling. If it were the case, then a pharmaceutical representative would be just as likely to be calling a college undergrad as they would be calling a medical practice.
As a sales team leader, take it upon yourself to highlight the virtues of prospecting- this includes even the terminology used (prospecting rather than cold calling for instance). Place an emphasis not on the “number’s game” of prospecting; rather, focus on the relationship building aspects of the practice. Set goals based not purely on sales. Consider setting preliminary targets such as securing the privilege to talk with your target at a later date- to keep the relationship heading in the right direction.
Another way sales team leaders can alter the perception of prospecting is reaffirming the meaning of “no” in the first place. Psychology experts assert that to bring change to the perceived negativity of “no” responses, individuals need to recognize that every “no” brings an individual one step closer to making an appointment or landing a sale. Some salespeople can become motivated by the mantra that you need to “go for the no” and to use those rejections as a stepping stone to hearing a “yes.”
Team building is a process to help evolve the group into a more cohesive and productive unit. In the sales realm, the promotion of prospecting and the enjoyment of its principles is one of the most sure-fire ways to achieve this desired cohesiveness and productivity. Through a few simple and subtle adjustments, prospecting can shed its unwelcomed perception and become a valued and respected component of your successful sales efforts.
