Prospecting for New Business:
Changing the Paradigm of Cold Calling

By: Rick Lamos

A truly a sad state of affairs:

.... Ask most sales people about prospecting for new business or cold calling and you will find their reaction to be, shall we say a bit negative.

.... Ask most prospects their opinion about being "cold called" and you will likely get an even stronger reaction.

Prospecting for new business is indeed one of the critical components of most tactical sales plans. We have all had the 8:00 p.m. phone call at home offering an unspeakably good deal on a credit card, new windows and siding or any of a myriad of products and services. Most business to business prospecting takes the same shape and actually reduces your salesperson’s chances for success.

Typically here is how it goes... from the prospects perspective

Monday morning during the weekly staff meeting he is interrupted by the receptionist with a message that your salesperson is on the phone for them. With little knowledge of your company and never having heard of this salesperson before he instructs her to take a message.

Monday afternoon or Tuesday a second call comes through while he is out of the office. Upon returning there is a second message awaiting him. Returning the call is of no urgency to him and his receptionist is beginning to roll his or her eyes with each call. Knowing there is no urgency on his or her boss’ part the calls are now becoming a nuisance.

Finally, on a day when the receptionist is out, your salesperson gets lucky (he thinks) and he answers the phone in her absence. Depending on his mood or personality type he will do one of two things. Weary from the barrage of messages and not wanting to appear rude for not having returned the call, he reluctantly agrees to a meeting with your salesperson. Worse yet simply refuses the meeting altogether. Or after scheduling the meeting, abruptly cancels it.

Your competitor’s salesperson...from the prospect’s perspective

On a similar Monday morning, after his staff meeting he opens his mail which contains the copy of an article from a trade magazine discussing a timely event related to his business. Attached to it is a handwritten note and business card requesting a meeting when his needs dictate.

The following week he walks in and finds a handwritten note referring to your competitor’s website and an article or resource he can pick up there.

Later that same week a "page" comes through from the receptionist asking him to take a call from your competitor’s salesperson. Recognizing salesperson’s name, and his interest piqued from the two previous calls, he takes the call and agrees to a meeting.

 

So what’s the point?

Even if your salesperson was fortunate enough to get the appointment, is your salesperson in a better strategic position than your competitors at this step in the buying process? Of course not.

Your prospecting strategy should be built on the premise that you must earn the right to begin the selling process. Earning that right begins with understanding of the buying process of your prospect.

The same principle applies as the sale begins to unfold.

Assume for just a moment that the need was for new inventory management software. Each salesperson has done due diligence in presenting the benefits of their product, completed a demonstration of their respective products and offered a professional proposal with competitive pricing. Both systems seem to meet his needs, delivery and pricing are similar. The prospect asks for some time to review his choices and the waiting begins.

A week later, as the messages mount from your salesperson, the prospect has received one note from your competitor’s salesperson regarding a potential applicant to fill the vacant position in the accounting department and a second from him notifying of an upcoming seminar related to industry trends in inventory control. To whom is the prospect going to be most inclined to give his business?

 ###

 

 

Back to Articles                              Back to Home