Smart Prospecting = Consistent Success.
The top sales pros are not only effective closers.
They are master prospectors.
They KNOW a filled pipeline of high-quality opportunities fills them with confidence.
The confidence to walk away from clients who aren’t a perfect fit.
And the knowledge that they won’t win ’em all, but will win enough to eliminate any stress of not hitting their numbers.
You’ll find all kinds of prospecting approaches and tactics.
They all work.
But the REAL question is:
Will they work for YOU?
Let’s look at a 9-Part Prospecting Framework.
It’s both strategy (the smart part) and tactics (the ACTION part).
1. Know Your WHY
Smart prospecting starts with mastering your “Inner Game”.
It’s having a clear Mission– your personal compass of how you live your life and conduct business.
Your Vision is where you see yourself going– WHO you want to become personally and professionally.
Your Goals turn your Vision into reality with ACTION.
With a clear Mission, an exciting Vision, and specific, measurable Goals, you’re armed with your WHY.
Your WHY keeps you going when the going hits bumps.
2. Zero In On WHO
Smart prospecting is simple.
Smart prospecting is counter intuitive.
It’s a focus on quality, not quantity.
It’s a focus on fewer researched prospects who are a fit.
It’s duplicating your best clients WHO have similar traits.
It’s positioning as the Expert, the Authority, the Go-To resource and solution for a select group.
And repelling those who aren’t a fit.
3. WHAT Is Your Offer
Think beyond the Free Quote, Free Consultation, or Free Demo.
Every potential client knows these are sales pitches.
These offers instantly position you as a Commodity.
When you’re seen as a Commodity, the only thing that matters to your prospect is price.
How can you make an Irresistible Offer?
How can you make an offer so good that people feel stupid saying “No”?
4. HOW Does Your Client Buy
It’s no longer about how you sell and your sales process.
Today it’s having the ability to understand and tap into your prospect’s buying journey and process.
How do they go about buying your services (and services similar to yours)?
Who is involved in the buying process- decision makers, influencers, and end users?
What triggers your prospects to explore solutions to a problem?
What resources do they trust to help them make a wise decision?
What are their timeline, budget, and expectations?
How do they define success in working with you?
To understand your prospects’ buying journey, the best approach is to interview your best clients (and even top opportunities you didn’t win).
5. OWN A Platform
Find out where your “Perfect Fit” potential clients hang out, who they trust, and where they go for business insights and information.
Is it their industry Trade Association?
Do they have a favorite podcast or YouTube channel?
Are they active on LinkedIn and follow certain people?
What other professionals- CPAs, Attorneys, Bankers- have their trust?
Maybe it’s an informal networking breakfast meeting at a restaurant?
Where ever your prospects hang out, become the Mayor of that community.
6. ATTRACT With Authority
Top businesses today want to work with The Expert.
They’ve been burned too often with empty promises, no responses and support when they need it most.
They’re too busy to sort out all the information that bombards them every day.
You have the opportunity to sort it all out for them.
To make things simple and clear.
To answer the pressing questions they have without fluff and B.S.
How?
With email.
With phone calls.
With YouTube videos.
With LinkedIn posts.
With webinars and podcasts.
With in-person presentations to industry groups.
With a White Paper or Client Success Story.
The opportunities to share your Authority and demonstrate your Expertise are available in countless places both online and in real life.
It’s your way to step up and separate yourself from the competition.
7. BUILD Your Community
What if you had a network of 1000, or even 100, Raving Fans of you, your business, and service?
Imagine a community helping you spread the word about you and how you help businesses solve pressing challenges…
The power of your Community Network allows you to prospect one to many, rather than slugging it out one-to-one with cold calling or drop-in visits.
One place to build your Community is LinkedIn.
Your carefully vetted Connections, insightful comments on posts your prospects follow, and your own Authority content builds your Community.
Or again, offline, get active and begin networking with local or industry groups.
Yes, it takes time to establish a foothold, but the rewards have exponential prospecting potential.
8. CONSISTENCY Rules
Regardless of the prospecting approach you decide to take, showing up consistently lets prospects get to know you…
And is essential for earning trust.
It’s simple. (not always easy)
Show up.
9. Follow Up, Follow Up, Follow Up
Most sales people give up after only two attempts to contact a potential client.
Nearly 90% of the business is won when sales pros follow up after 5 or more attempts.
With email automation, social media, text, direct messaging, voice mail, video, online content, in-person drop-ins, every mixing in a handwritten note or lumpy mailer, there’s no reason not to have a process of multiple touches to get on the radar of your top prospects.
Test options that work.
Keep working on improving your follow-up game.
Smart prospecting marries strategy and tactics.
Consistent action drives it.