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Use these steps to improve your cold-calling and prospecting:

1. Identify Target Industries

Certain industries are more likely to need your product. Some have clearly defined buying cycles. Narrow your target industries to ones that have both money to spend and a high likelihood of spending it on your product. The final list should include one or two industries.

2. Define Target Job Titles

Your next challenge: Find the people in your target organizations in charge of buying your product or most likely to influence its purchasing decision. In most cases, these buyers and influencers have specific titles and positions. Limit your list to the top three job titles.

3. Create a Prospect List

If you already have a massive list of potential customers, delete everyone not in a target industry and/or without a target title. If you don’t have such a list, purchase one that fits your target industry’s demographics. Aim to create a list of potential customers who actually have the need and authority to buy your product.

4. Develop an Emotional Message

Put yourself in the shoes of the prospective customer. Base on your understanding of the person’s industry and job title & determine the problem — which your product solves — that keeps the prospect awake at night. Develop a message that plays to that fear and piques the prospective customer’s interest in your product. These examples demonstrate the power of emotional messages over factual ones:

Factual Message: We have the best alarm systems in the world.

Emotional Message: What would happen if your premises is left vulnerable?

Factual Message: Our fasteners are far above industry standards.

Emotional Message: Would your clients be happy if you used an inferior product?

Factual Message: Our network consultants are industry certified.

Emotional Message: Why risk your company data to uncertified consultants?

5. Test Your Suspect List and Your Message

Call several individuals on your list to confirm your targets are, in fact, the right people to call. You should also deliver your message to gauge its effectiveness. If there’s a disconnect, reexamine your assumptions, and go back to step one.

6. Prepare Them for Your Message

Get your carefully crafted message in front of the potential customer two or three times before making a prospecting sales call. The message can be communicated via email, letter, mailer, advertisement or trade show presentation, but you should never make cold calls unless you’ve primed the customer to be receptive. Laying the groundwork makes it far more likely that a potential customer will actually listen to a sales rep’s call.

The Fox Realtor is experienced in commercial real estate in Minnesota. Working with developers, investors, and institutions to realize their investment objectives using real estate. He can be contacted at mo@foxreg.com, and more information is available at www.foxreg.com.

The average decision-maker has an attention span of just a little over seven minutes. I’m convinced that adult attention spans have been carefully programmed by network television, by the seven to eight minute time segments of entertainment, wedged between commercial breaks. On the other hand, the average sales presentation in the United States runs from one and a half to two hours in length. As a sales manager, you should easily figure out what’s wrong with this picture.

Those of you with complex products or services, or with large product lines may be saying to yourself, that it takes at least an hour to demonstrate all of the features and benefits of what it is you sell and another 20 to 30 minutes for questions and answers, right? Well, if you want more sales, help your staff to cut the length of their presentations down appreciably.

The $elling Edge®, Inc.’s Sales Success Strategies workshop, teaches a six-step selling process that can be completed, no matter how complex the product or service, in 30 minutes or less. We speed up the selling process, not only because of a decision-maker’s lack of attention , but more important, so that a sales professional can make more presentations in a given time period. And, the more presentations made over time, the more sales that are consummated.

You do the math. If a sales representative averages one and a half to two hours for each presentation as compared to an average of 30 to 40 minutes, how many more presentations can your staff make each year? How many more sales?

The six-step selling process, taught in the Sales Success Strategies workshops, is outlined in detail in a self-directed learning manual of the same name. You can learn more about it at: http://www.TheSellingEdge.com/manual1.htm

VIRDEN THORNTON is the founder and President of The $elling Edge®, Inc. an Ohio consulting firm specializing in sales and sales management training, personal coaching, advisory services and publishing. Clients have included Sears Optical, Eastman Kodak, IBM, Service Linen Supply, Bank One, Jefferson Wells International, and Wal-Mart to name a few. Virden is the author of the “best selling” Building & Closing the Sale, Prospecting: The Key To Sales Success and Close That Sale, a video/audio tape series published by Crisp Publications a division of Thompson Learning. He has also authored a client acclaimed Self-Directed Learning series of sales, coaching, telemarketing, and personal productivity manuals. To obtain a substantial discount on two of Virden’s latest books, 101 Sales Myths or Organizing For Sales Success, go to: http://www.TheSellingEdge.com/

When we describe our way of prospecting, we call it the BLITZ
CALL®, one of the phrases we use is that it is repeatable. We
feel that any system for prospecting that you use should be
something that is repeatable.

Sales professionals always ask me why? In this age of creativity
and spontaneity, wouldn’t any system that is repetitious become
boring or monotonous?

Not really.

* First of all, we sales people are not really very creative. *
Secondly, spontaneity is fun for parties and social gatherings,
but it seldom benefits sales situations. * Thirdly, the value of
doing something over and over begins to show value very quickly.

When we teach prospecting we literally have the participants
learn a 5-7 sentence Script! They practice it over and over so
it is memorized. We feel there a lot of benefits to doing this.

* As a sales professional you are fully prepared to make a
prospecting call at any time without having to prepare,
therefore, you will prospect more often.

* Also, when you have a memorized presentation, you don’t have
to think about what you are going to say next, therefore, you
can pay attention to what the prospect is saying and doing.

* With a memorized presentation you will customize each one by
the inflection, pause, and speed of delivery you use, so it will
never seem monotone.

Think of the alternatives. If you don’t prepare your prospecting
wording before making the calls what can happen.

* You may not prospect at all, in which case you won’t have to
worry about being monotone or boring. You will need to prepare
your resume’, however.

* Or you will create your words extemporaneously. I have worked
with literally hundreds of sales people in the field, none were
good extemporaneous prospectors, despite what they claimed. At
least most admitted it after a few attempts.

One the biggest errors I see when a sales person prospects
“unprepared” is they introduce themselves and then ask a
question such as, “how are you?” This is nearly always death on
a prospecting call. Think about it. You are unexpected and
interrupting the prospects day. When you ask that question, what
are you doing? Giving the prospect the opportunity to simply
say, “I am really busy.”

We like to go right into and out of our BLITZ CALL before
allowing the prospect to say anything. I have done this in
virtually every major city in North America in a wide variety of
industries to all sized of companies, so I know that it works.

One thing that many of our graduates tell us is that the 3rd
sentence (” I know you weren’t expecting me so I won’t take any
of your time…”) seems to relax the prospect and eliminate the
defenses.

This makes the entire process more comfortable for both you and
the prospect.

When you have a prospecting method that is well prepared and
rehearsed you will begin to do it very very well. And,
ironically, the better you get, the less you will have to do it,
since you will become more successful with every new call.

Remember, if anyone says that they will not do “canned
presentations” remind them that we in the US spent $20 Billion
on canned presentations last year. We call them TV and Movies.
We see actors saying words they didn’t even write, playing roles
that aren’t really their lives.

If we can be entertained like that, why shouldn’t we try to
bring our skills up to that level. After all, we write the words
and it really is our life.

So as you prepare to make prospecting an even more important
part of your sales duties, remember the importance of repetition.

Sell Well and Often

Bill Truax Bill@BlitzCall.com

© Copyright 2006 WJ Truax