When a salesperson loses a deal, several four-letter words are heard throughout the land to describe their prospect. Of course, it’s never the sales person’s fault when he doesn’t win. The prospect blew it!
However, there is a word that if salespeople truly take it to heart it will completely change how they are perceived by prospects. It’s a word that really turns prospects on. That word is "help.”
I often hear sales people reaching out to prospects attempting to open doors to discussions. The tenor of those is all about them with expressions like "I want to meet with you.” or "Let me tell you about our products.” I can only imagine the facial expressions of the prospects as they slam their phones down in disgust.
What prospects really want to hear is how you can help. That "help” is both for them and their businesses. Yet, how can you position "help” if you don’t know anything about them? My good friend, Sam Richter, author of Take the Cold Out of Cold Calling, talks about the importance of pre-call research as a way for you to put together your engagement strategy. Through web research, you can learn about their industry, their company, their role in the company and even about them personally.
Imagine starting a prospecting call like this.
"Hello, Mr. Jones. I’m calling from the ABC Firm as I’ve just seen that your company has launched a new service. We’ve helped several companies similar to yours with their new service launches and the reason for my call today is to see how we might be able to help you as well…”
Don’t try to figure out how to sell an account. Determine how you can best help them achieve their goals and they will love you for it!
See you next time on the Sales Management Minute.
