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make your cold prospects listen

TSE 1307: How To Get Cold Prospects To Genuinely Listen

make your cold prospects listenEvery call to a prospect provides an opportunity to get a sale. Your job is to move the odds in your favor and you do this about strategizing the right approach in that initial call. With the right preparation, your prospects will genuinely want to listen to what you have to say.  

About 25% of the phone calls you make are answered by the person you are reaching out to. Now that you have them on the phone, however, what do you say to maintain their interest? In cold-calling,  every second matter, every word matters. In this episode, Donald will offer tips on how to excel in cold-calling by grabbing your prospects’ attention, and eventually make an appointment and hopefully, a sale. 

Grab your prospects’ interest

Cold-calling can be difficult and when you let your nerves get the best of you you can end up rambling. Before you know it, they’ve hung up on you. You need to do what you can to ensure the call is successful and a lot of that success is going to be based on how you prepare long before the call happens. 

If you are getting to talk to people only 25% of the time,  the other 75% of your time is spent going straight to voicemail so don’t waste that opportunity! You can still leave an interesting message for them to listen to. Donald learned that there are two things people want to know – your identity and purpose. Human beings have a primal need to know if someone is a friend or foe. Prospects can get very defensive the moment they perceive they are part of a cold call.  As a salesperson himself, Donald is one who listens and engages in conversation, and sometimes, he provides tips as well. Donal would always give them the benefit of the doubt but he is more the exception than the rule.  

Putting yourself in their shoes

When making cold calls, put yourself in their shoes. Think about what might be on their minds at that moment. If they don’t know you, the person answering the phone will wonder who you are and why you’re calling. In this scenario, Donald employs the POR strategy or Point of Reference. Everyone you’re calling will automatically distinguish and categorize you as either a friend or a foe depending on your initial statement. Your job is to give them a point of reference to extend the conversation. 

Using a referral

One way to provide a point of reference is a referral. For example, Donald wants to call an organization about sales training. In that first call, he’ll ask to speak to someone in the finance department.  Once he’s connected he then asks that person who is in charge of their sales training. Once he’s given the name, he asks this initial contact if it’s okay to use their name as a reference. Let’s say Donald is prospecting Dave Smith.  After he calls finance, he calls Dave saying, “Hey Dave, Megan from Finance told me to connect with you about sales training.” Dave will now give Donald the time because he knows Megan, Donald’s point of reference. Dave from sales training is now willing to listen to Donald and hear his proposal.

Connecting via LinkedIn

Another point of reference you can use is by initially connecting to your prospect through LinkedIn or some other platform before you make the first call. You can send them an email or a private message. Once this is done, you can open the call with, “Hey Linda, we connected on LinkedIn last week…” This prompts Linda to look at her messages to find you and if your message is well done, your odds are much better than Linda will take the time to listen to you.  

Donald had this experience recently. He connected with a prospect on LinkedIn and shared her content because it resonated with him. When Donald made the phone call to her, he was able to mention that particular reference of him sharing the post. They had a good dialogue and their conversation went on for some time. 

Through LinkedIn profiles, you can find several other points of reference as well: company content, interests,  hobbies, books they are reading – you can use all these things to build common ground. 

The challenge

Think about three different points of reference you can use in your outreach. Introduce yourself and then drop your point of reference. 

How To Get Cold Prospects To Genuinely Listen” episode resources

Share your points of reference with Donald. If you are interested in more sales stories, you can talk to Donald directly. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

This episode is brought to you in part by Crmble, the easy-peasy CRM for Trello that helps you manage your contacts and leads without investing in complicated solutions, sync all your data, manage custom fields, and get powerful reporting on your sales. Try Crmble now for free at www.crmble.com/tse. This episode is also partially brought to you by Thought Pattern for High-Performance Sales Professionals. It’s a newer course and partnership with the Pacific Insititute. 

This course is also brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. It will help them elevate their sales game. Sign up now and get the first two modules for free! You can go and visit www.thesalesevangelist.com/closemoredeals also call us at (561) 570-5077. 

We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. 

You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial. 

Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Learning to Prospect

TSE 1293: Learn To Prospect Like An Expert With Steve Kloyda

Learning to ProspectProspecting isn’t to be taken lightly and there are skills needed before you can prospect well. In this episode, Steve Kloyda helps us figure out how to prospect like an expert. 

Steve Kloyda has been creating unique selling experiences for over 30 years and has been able to transform the lives of countless salespeople. In addition to facilitating thousands of workshops across the country, he personally made more than 25,000 sales and prospecting calls, listened to and analyzed more than 25,000 sales calls, and facilitated over 6,000 one-on-one coaching sessions. He has clearly earned the title expert! Steve’s insights have provided clients with a powerful learning experience for anyone who wants to transform their sales and dramatically grow their business. His aim is to help salespeople attract more prospects, retain more clients, and drive more sales. 

Steve also remembers unforgettable customer service. One of his coolest sales experiences was at Hilton Head several years ago when it was suggested to him and his wife to go to the Pink House for dinner. It was indeed an old pink house converted into a restaurant and by dessert, his wife just wanted fresh fruit but it wasn’t on the menu. Steve made his request and though it wasn’t a dessert they offered the waiter came back 10 minutes later with a plate of fresh fruits so beautifully arranged it reminded Steve of a work of art. To top it all off, they didn’t even charge them when they were billed! The Pink House went above and beyond all their expectations.  When was the last time you went out of your way for a customer?

Steve as the prospecting expert 

Steve started his company, Telemasters, in 1990. He built the company over 18 years and they specialized in creating a unique process for salespeople to prospect. From that point until 2005, the primary tools for prospecting were basically telephone and email. When 2006 came around, social media including LinkedIn started to look like a great platform to prospect. Steve went on an online class with Carrie Wilkerson, The Barefoot Executive, and what she asked him hit him: 

  • What are you really passionate about?
  • What are you really good at? 

Steve has always been good at opening doors and prospecting. To see how many people were looking up topics related to prospecting, he did a Google search and learned that tips, strategies, and ideas were a hot topic. People are searching for these topics about 200 to 300,000 times a month. He decided to sell his Telemaster brand and changed the name into what it is today, the Prospecting Expert. 

Claiming it 

You can’t call yourself an expert unless you’ve walked that path and Steve has certainly walked them all. Today, he is helping salespeople attract more prospects and drive more sales as he provides a clear path for sales and prospecting success. 

The basics of prospecting 

The definition of prospecting is  “in search of or to labor for.” As sales reps, we are looking for people who are going to purchase our product or service. We’re also searching for new customers and new businesses through our existing customers. Let’s look at Hector the Prospector as an example. During the California Gold Rush, he found a nugget of gold but he didn’t stop to turn in that one gold nugget. He continued to prospect until the stream dried up and then he looked for another stream. 

The organic process

Prospecting should be an organic process that starts with identifying who your target audience is. One of the mistakes salespeople make is that they don’t know who they should be selling to and are prospecting people who don’t have the ability to say yes. It really comes down to knowing where your prospects hang out, whether that be online or offline, and identifying ways to approach them naturally. 

Prospecting methods over the years

Prospecting methods have changed dramatically over the years. In the 1980s, they had the telephone and snail-mail. There was no voice mail or email. In 2003-2004, social media started gaining popularity, especially platforms like Twitter and Facebook. Steve got the first taste of Twitter in 2008 and he immediately disliked it. He thought Facebook was for kids and with the addition of LinkedIn and Youtube, social platforms were coming from all directions. 

Steve soon realized that these tools were becoming an important point of contact in the sales process. Some salespeople, however, started to hide behind the technology and they have bought into the notion that somehow Twitter is going to help them sell. These tools can certainly be used to connect, educate, and engage with your target audience but ultimately, a phone call or meeting will have to happen.  People can’t forget how to engage. 

The way Steve uses social media is with his Instant Sales Nuggets and twice a day, he posts a tip on Twitter. He also knows how to ask his network great questions. These may just be a sentence or two that he puts out but still doesn’t post his link. This is the education part he’s happy to provide in order to build relationships and start conversations. He repeats this process across the various social media platforms such as Facebook, LinkedIn, and Google+. He will then periodically post his podcasts on his website or promote his website on Twitter. In order to provide valuable content to his network, Steve makes sure he knows what people are looking for and what they’re talking about so that what he shares is relevant. 

Major mistakes when prospecting 

Mistakes can be made online and offline. In addition to believing social media can close a sale for you, the biggest mistake salespeople make online is the  ‘look at me’ approach where their content is all about them. You can do some of that but the focus should always be about giving more information than you are asking for a return as illustrated in Gary Vaynerchuk’s book called Jab Jab, Jab, Right Hook: How to tell your story in a noisy social world

Mistakes offline go back to the lack of understanding of their target audience and the lack of preparation: 

  • The target audience has not been identified.
  • There has been no preparation made before the call. 
  • Too much time is spent with people who don’t have the power to say yes. 

The target audience has not been identified.

Niche down so you truly know who will benefit from your product.  What problems can you solve and who is dealing with these challenges?

There has been no preparation made before the call.  

Steve is a big believer in scripts but in this case, the script isn’t just about words you say over and over but includes the outline of what you want to convey and what questions you want to ask that are specific to your prospect.  Know your agenda and stick to it. Steve says, “The purpose of the calls is to keep the purpose of the call the purpose of the call.” For example, if the purpose of the call is to qualify this person, then qualify him. If it’s to set an appointment, then ask for an appointment by the end of the call. 

Too much time is spent with people who don’t have the power to say yes. 

Salespeople can waste a lot of time talking to the wrong people. Ideally, before you talk to someone do your research and answer what Steve calls the Rules of Engagement. 

  • Who is this person?
  • What role do they play in the company?
  • How do they make decisions?

Why do we make mistakes 

Many salespeople are never taught the art of asking the right questions or they are afraid of asking the right questions. One of the books that Steve recommends to sharpen this skill is How I Raised Myself from Failure to Success in Selling by Frank Bettger. You can’t produce the right results unless you talk to the right people and ask the right questions. Steve suggests the following guidelines when making a call. 

  • Greet with, “Hi, ____.  I know you weren’t expecting my call but do you have a minute to talk.” Salespeople are taught not this question gives a prospect an out but it’s not true. This question allows you to get right into your qualifying questions whereas, “How are you doing?” ends up being a delay.
  • Mix up your questions. You can ask the prospect, “I understand that you’re the person responsible for making the decisions for training for your salespeople, is that correct?” If they say yes, you can keep the same thread going. “Well, ____, you mentioned that you’re one of them, so who besides yourself is involved in this decision?”

Ask these questions, give your purpose statement, and ask for an appointment. Create a picture in the minds of potential customers and show up prepared.  When you know what you’re going to say, you don’t become the script.  The script becomes you.  Make a strong first impression. 

Social media platforms are a good avenue for starting relationships but at the end of the day, it comes back to the phone and face to face meetings. The phone is still important in the process of prospecting. 

Steve’s major projects 

Steve loves to create content. He started a webinar series and did that on a monthly basis every Wednesday. You can also check out his YouTube channel for additional content. 

Never ever stop prospecting. If you had the cure for cancer, you’d tell everyone. Your job is to plant the seed. Every salesperson can solve someone’s problem.  It is your moral responsibility to make an approach and make the call. 

Learn To Prospect Like An Expert With Steve Kloyda” episode resources 

Connect with Steve via his email. 

If you are interested in more sales stories, you can talk to Donald directly. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

This episode is brought to you in part by Crmble, the easy-peasy CRM for Trello that helps you manage your contacts and leads without investing in complicated solutions, sync all your data, manage custom fields, and get powerful reporting on your sales. Try Crmble for free now at www.crmble.com/tse. This course is also brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. It will help them elevate their sales game. Sign up now and get the first two modules for free! You can go and visit www.thesalesevangelist.com/closemoredeals also call us at (561) 570-5077. 

We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. 

You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial. 

Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Prospecting, Grabbing Attention, Sales Prospecting

TSE 790: TSE Hustler’s League-“Grab Their Attention”

Prospecting, Grabbing Attention, Sales ProspectingYou aren’t the only one fighting for your prospect’s attention; she probably doesn’t even know that you exist yet. So how can you use a targeted approach and an outreach cadence to grab her attention?

In today’s episode, we discuss the importance of using cadences and multiple platforms to create a targeted approach to grabbing your prospects’ attention.

Grab attention.

Your prospect has a million different things competing for her time: Facebook, mail, social media, television. She is bombarded with advertising.

Don’t allow your ego to get wrapped up in the outreach process. Don’t assume that she isn’t responding to you because she doesn’t like you.

What can you say to grab her attention?

Don’t assume you’re annoying her by contacting her more than one way.

There’s a reason political campaigns use mail, email, billboards, social media, television and phone calls. They want to be where the people are.

Use a cadence.

Your goal should be to have an outreach sequence that spans a period of time. You might, for example, have an email sequence that includes sending 5 emails over 14 days.

The sequence will look different for each company, but it will include a variety of contact requests across a variety of platforms.

Those methods will allow us to initiate a conversation that may lead to a sales opportunity.

Aim for conversation.

Conversations at parties begin with small talk; getting to know the person you’re talking to.

Outreach should look exactly the same.

We should begin by making a connection via email or social media, and then seeking to continue the conversation elsewhere. Perhaps we provide value or learn more about the prospect.

Tha goal isn’t to immediately let her know that I sell something that she should buy. It might require 5 conversations to finally reach a discussion about the product or service.

Sales professionals have a tendency to view relationships with the end in mind, but we must get to know people before we ask them to marry us.

Episode resources

Check out The Sales Evangelist Hustlers League at thesalesevangelist.com/hustlers. It’s an online group coaching opportunity designed to help sellers of all levels improve their skills and learn from other sales professionals.

We’re beginning a new semester in April and we’d be honored to have you join us.

TSE Hustler's League, Donald Kelly, Selling, TSE

TSE 775-TSE Hustler’s League-“The Science Of Who To Sell To”

TSE Hustler's League, Donald Kelly, Selling, TSE

If you and your team feel that you need to do better or increase your closing rate but don’t quite know how to do so, check out TSE Hustler’s League where we give you coaching to help you perform better as sales professionals.

In today’s episode I discuss the importance of finding solutions and knowing your ideal customer.

WHY YOU SHOULD FOCUS ON FINDING SOLUTIONS  

Don’t find prospects for your product but solve problems for your prospects. If you focus on their challenges, you will have a much better outlook, more opportunities to close deals and develop business opportunities.

You don’t need to be smart or intelligent, you just need to follow a simple blueprint and go after those ideal customers.

HOW TO FIND YOUR IDEAL CUSTOMER

List all the products.

Look at the problem we solve for them.

Figure out which one gives the best bang for the buck. Focus on this.

Episode Resources:

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

prospecting

TSE 700: TSE Hustler’s League -“Prospecting System”

prospectingToday’s snippet taken from one of our sessions over at the TSE Hustler’s League is big on prospecting. How do you create a prospecting system that keeps your sales  pipeline healthy?

Who is more likely to buy your product or service?

Write down who your ideal customers are. Write your ideal customer profile down.

Where did your last 10 customers come from?

Cold calling, door-to-door, referrals or from your Dream 100 customers. If you’can’t think of the past ten, think of your past five. Write down how you got them.

Where are you getting most of your customers from?

Inbound, outbound, cold outreach, networking, etc. This will give you an idea of which strategy you need to focus on.

Why do they buy?

List down the reasons your customers bought from you. Then you can use the information you get in crafting your message.

Episode Resources:

Tired of the same old, boring PowerPoint decks? Use Prezi Business and your presentations will never be the same. Tell your story the way you want to tell it.

Join the TSE Hustler’s League.

Donald Kelly, Sales from the Street, Cadence, Prospecting

TSE 649: Sales From The Street-“The Cadence Is Working”

Donald Kelly, Sales from the Street, Cadence, ProspectingStill struggling with how you can get your customers to respond to your email? Are you the business card hoarder at events?

You’re probably getting as many cards as you can. And these could be leads you’ve collected for over a year from those events and you’re just letting them sit there on your desk for the dust to consume them. There’s nothing wrong with collecting cards. In fact, it’s an awesome thing to do. But without any follow up, your effort only goes to waste.

It’s time to take action.

On the other hand, what also used to happen in the past after we’ve collected business cards is that we’d blast a client with a phone call then try to get them to buy our product and service. And we just put everything out there. Well, this doesn’t work anymore.

The Power of Cadence

Having cadence means creating a process for your organization. For example:

  • Day 1 is for sending emails.
  • Day 2 is for connecting with the prospect on LinkedIn. Either you connect with the prospect yourself or you can have a sales development rep initially connect with that person. Within days, you’re able to connect with the client on LinkedIn.
  • Next, utilize other social media platforms. Engage with the individual on Twitter for instance by sending a tweet.
  • Your goal here is not to sell but to grab the prospect’s attention. Once, you’re able to do this, you can follow up on those leads.

Grab their attention.

Make your emails short and simple. Only include one point or one idea and then one question. Try to make it just like a text message. Make it simple and straight to the point.

Set an appointment.

Just create the business discussion. Figure out their unconsidered need, which is something they need that they haven’t realized yet.

Episode Resources:

Listen to TSE Episode 642: This Is How You Get People to Respond to Your Emails

The Experience Economy by B. Joseph Pine II and James H. Gilmore

Join the  TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

 

Prospecting, New Client, The Sales Evangelist, Best Sales Podcast

TSE 435: TSE Hustler’s League: “Prospecting System”

Prospecting, New Client, The Sales Evangelist, Best Sales PodcastThis whole semester of the TSE Hustler’s League is focused solely on Prospecting in all its glory – whether you’re doing door-to-door or referrals, we will help you gain more insights into prospecting.

Today’s snippet is taken from one of our last sessions where I talked about the prospecting system and why it’s important for each of us to have a system in place.

Here are some highlights of the discussion:

Get past the fear of failure: How to put a process in place and develop a system that works

  1. Have the who.
  2. Have a when.
  3. Know how.

WHO IS YOUR CUSTOMER?

You’ve got to have an ideal customer who is the person that is the best fit for your company. One of the biggest prospecting woes is people fail to have the ideal customer. Know who you need to go after because you can’t just go after everyone.

Horizontal vs.Vertical Approach

Consider the horizontal approach and the vertical approach. For example, the horizontal approach is looking for HR directors and companies making x amount of money. The vertical approach is more of the industry so you get folks in the government sector or the financial sector, manufacturing or startups. That said, focus on a particular sector that you can focus on.

Multiple Industries

Identify three industries that you can serve pretty well. (Although I would recommend you start off with just one.) Spend one week focusing on one particular industry. And identify:

  • Who are they?
  • What industry are they in?
  • What is the size of the company?
  • Who are the key contacts you need to go after?
  • What is their amount of revenue?

Account-Based Selling Approach

  1. Understand the key individuals in the company that say yes.

Focus on the account but you have to have a process consisting of multiple steps. There should be at least key 3 individuals in the company that you need to focus on because many companies have multiple people that say yes. Build relationships with them.

  1. The Dream 100 List

Now that you know who to go after, really hyper-market on this. You have to think like a marketer in order to be a good sales rep. Marketers have hyper-focused lists and they do these campaigns focused on these target markets.

In Chet Holmes’ book, The Ultimate Sales Machine, he says that you need to get a Dream List of 100 clients. These are the guys you need to focus on.

Quality versus Quantity

Focus on quality. Don’t go for vanity numbers. Nobody cares about them. Care about the numbers that really matter.

Episode Resources:

Chet Holmes’ book, The Ultimate Sales Machine

Create interactive presentations that customers will enjoy and remember. Get a full demonstration of Prezi Business and see the power it has in action. Just go to www.prezi.com/TSE to help you tell more compelling, value-driven stories to your prospects.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Jonathan Rivera, The Sales Evangelist, Donald Kelly, Best Sales Podcast

TSE 289: Sales From The Street: “Prospecting Systems”

Jonathan Rivera, The Sales Evangelist, Donald Kelly, Best Sales PodcastToday, we have Jonathan Rivera on the show as we drill into the power of having a lead generation system in place.

Jonathan left his 9-year career as an electrician realizing that it’s not what he wanted to do. So he jumped into the real estate world where he made some gains and losses but most importantly, gained valuable lessons that he hopes to share with us today where he is having a four-hour work week with his real estate business (actually even less) primarily because of having a system that works.

Additionally, Jonathan is the host of The Podcast Factory where he puts together valuable podcasting resources.

Here are the highlights of my conversation with Jonathan:

The importance of having a lead generation system:

  • The system is the lifeblood of your business.
  • Focus on the basics first before you move onto the next thing.

Strategies for a compelling lead generation:

  1. Know your market.

Know what they’re thinking, their fears, what they aspire to, and what makes them happy or angry. Dive deep into what your market is thinking. Get to know them better than they know themselves.

  1. Hang out with the water cooler.

Hear what they’re saying through places where they speak their mind unguarded. (Facebook groups, forums, book reviews, etc.) This is imperative to your business.

  1. Use the ALR Formula
    • Ask a question.
    • Listen.
    • Repeat. (Summarize their question and people will think you’re interesting because you’re talking about them)
  1. Focus on the output instead of the system.

Keep in mind that no system is ever perfect. Start with a desired output and build your system around it. Have a quick checklist of what it looks like. Put that down on paper and feel free to tweak and change it. Don’t get bogged down with details.

Jonathan’s major takeaway:

Focus on your end result. Be flexible how you get there. Apply this to your business and life in general.

Episode Resources:

Top 10 Podcast Factory Recipes

thepodcastfactory.com/tse

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

The Sales Evangelist, Donald Kelly, Donald C. Kelly