Most of my clients hate the idea of prospecting. In any form. They either expect clients to find them as the industry experts or they have a team, internal or external, to do the prospecting for them.
You might expect little sympathy from Sandler trainers. That is true; you won’t find much patience for little prospecting effort. However, here is a secret: Sandler trainers have to prospect too and we have exactly the same challenges as our clients and their people. We don’t ask our clients to do what we are not prepared to do ourselves.
So what do we find works for ourselves and our best-performing clients? You might expect the answer to be “Cold Calling.” Well, it works, when it is done right and professionally. However, is that the most efficient way of getting business? Probably not. Effective nonetheless.
The younger generation seems to have a pathological fear of the telephone and want to do everything by social media and email. Does that work? Well, yes, when done right and consistently, although it can take much, much longer to get the same result. Networking? As in talking to strangers in a place and environment you really would rather not be in? This can be powerful. Free talks? Unnerving and time-consuming, perhaps, but wonderfully efficient in weeding out prospects. Asking for referrals? This is often the best way into ideal new business. However, we are then trading on the good name of our clients and contacts and they don’t usually come fast and thick enough.
The list goes on. “Walk-ins”, attending conferences, calling old proposals or clients, webinars, LinkedIn, email shot, mailshot and more. Some work better than others at different times in different sectors. In fact, I have an odd, personal, mantra. “No prospecting method works…until it does.” In other words, don’t write off any prospecting activity. Just do plenty. Stick to 3 or 4 main ways of getting business that you are at least prepared to do consistently (preferably “active” rather than “passive” methods). But just do it.
The Sandler rule #7 is so true. “You never have to like prospecting. You just have to do it.”
Unfortunately, that includes you. Not just your people. Good prospecting!
If you want help getting you and your people more comfortable and better at prospecting, why not check with your local Sandler trainer?