We continue to see sales organizations spend tremendous time and effort making outbound, cold prospecting calls, will little to no results, except the frustration of sales people.
When selling to on-demand buyers, the law of attraction works better than the law of intrusion.
We must attract buyer attention so they discover us in the first place. We must earn the right for an initial conversation with crazy busy people. If we prepare the ground for the seeds of our ideas, our insights will be received and will grow faster. We will “slow down to sell faster.”
To earn the right to a conversation, you must “give to get.” You must also learn what is most important at this time to each buyer. But buyers don’t want to waste their time educating you about their problems. That’s your job. Tracking prospect content consumption is the way to do this. (See Digital Body Language.)
A new prospecting approach
We suggest you create messages, and build or find content, your buyers will find useful. Then engage prospects over four weeks through a combination of simultaneous voice mails and emails. We refer to these as “touches.”
The key techniques are:
- Conduct “information interviews” to learn the “minimal information you need to know” to conduct a value-creating first conversation (see linked article below)
- Send a trackable email with prospect relevant content
- Leave a voicemail about the prospect relevant problem your content addresses, to get the prospect to view your email and content
- Touch the prospect this way four times before calling to request an introduction conversation.
The linked document in the right frame will take you step-by-step through the process. We suggest techniques and provide specific examples of content and emails. The required work load isn’t different from what you’re doing now. The approach — and outcomes — are different.
As you deploy these tactics, you will learn where and how to improve your messages, voicemails, emails and content. Consider this a continuous improvement process. But it’s really the foundation for professional sellers who are committed to success when selling to “on-demand buyers.” Good selling, and let’s replace luck with smart, hard work!
For prospects who actively engage your content, assuming a two day lag in viewing, here is a possible sequence to your first call appointment (elapse time not work days) (“your mileage may vary”):
Day 1 – send initial invitation touch with vmail call
Day 3 – prospect views email content
Day 5 – send Touch #2 automatically, no call
Day 7 – prospect views content
Day 14 – send Touch #3 mail, vmail call
Day 16 – prospect views content
Day 23 – send Touch #4 mail, vmail call
Day 25 – prospect views content
Days 25, 26, 27 – email & call to request introduction conversation
Day 35 – have first introduction call
For a detailed, comprehensive explanation of each step, download this document.