Step by Step
Try the following steps to manage the science of prospecting effectively:
1. Choose the appropriate database management tool. Take some time to review the available software on the market, and decide which product will work best for you. Do not make the mistake of believing that the computer printout supplied by your employer qualifies as a “database.” It is merely a list of names, probably in alphabetical order, with almost no qualitative information.
2. Write an efficient telemarketing phone script. The toughest phone call is always the first one. Many salespeople discover they have performance anxiety when it comes to making appointments over the phone. (Even with two decades of experience, at times I still need the crutch of a written script.) There is nothing worse than a salesperson who cannot get to the point, so write a script that is short and sweet. Your objective is to get the appointment, and when you do, you are through! Do not try to qualify or present over the phone. Wait for the meeting.
3. Grow your database continually. Science requires systems and methods. If you are unwilling to constantly update the information in your database, then you need to rethink your commitment to prospecting. It is easy to manage existing customer relationships without a sophisticated database management system. If you are serious about growing your business, you need to constantly cultivate your database information. When you get a referral, create a new record. When you meet a new prospect, create a new record. After a meeting, update your records. After a phone call, update your files. The longer you wait to enter valuable information, the more you will forget about your conversations.
4. Divide your territory into manageable zones. Most outside salespeople have territories that are 90 minutes or more in diameter. Therefore, it is essential to saturate each zone of the territory with numerous sales opportunities in order to maximize the value of time. Minimize your travel time in order to maximize your productivity.
5. Rate your prospects and customers. Given the choice between visiting a great prospect and a mediocre customer, you would probably opt to visit the great prospect. Yet most salespeople spend their entire careers driving past the offices and jobsites of great prospects. They fail to step outside their comfort zone, preferring to rely on the safe communication of existing customer relationships. If you use the rating system described herein, you will discover that your database creates a visual tool of instant productivity. A quick glance at an “A” in your database reminds you to see a prospect frequently while you are in the area. If you are really prospecting aggressively (as you should be), you will hopefully discover that your database is constantly growing. In some metropolitan markets, it’s not uncommon for a Sales Leader to retain up to 500 different records in his or her database.
Imagine how powerful it would feel to have detailed, qualitative information on that volume of business. Imagine how difficult it would be to remember all those details in your head. A rating system for customers and prospects provides a visual reference that may surprise you. Try it!
6. Travel smart. A salesperson who has a day with six high-quality meetings scheduled and clear intentions is more effective than a salesperson who randomly pops into eight offices for a few minutes of socializing. A salesperson that makes 25 phone calls (gaining eight appointments in the process) in one morning is infinitely more productive than a salesperson randomly driving by jobsites hoping to bump into a decision-maker.
Schedule as many appointments as possible every day, which will require using the phone to do so. But remember, while the quantity of your activity is important, it’s not as important as the quality of your activity.
Of all the clichés that are spoken and ignored, perhaps the best is “Work smarter, not harder.” Working “smart” means not confusing activity with productivity. Use the science of prospecting to manage your activity and watch your productivity grow.
Rick Davis is president of The Leaders Group, a Chicago-based sales training organization. 773.769.4409. E-mail: rdavis@leaders-group.net.
