Prospecting, (“cold calling”), has been a hot topic with our clients this year. A few months ago we launched a prospecting crash course to help companies build this essential skill on their teams. One of the key aha moments in the workshops has occurred when we discuss the idea that Prospecting and Selling are two completely separate processes with different intents, approaches and measures for success.
The prospecting process is fundamentally about building a relationship.
The sales process is fundamentally about selling your product/service.
Consider this: Most of the people you will call will not engage in a selling process with you. In a good prospecting system, you should call them again at some future point (typically 3-6 months) and have another conversation. The problem is, if the core conversation of your first call was a sales solicitation, it is unlikely they’ll take the next call with you. Most sales reps I’ve observed know this… and their resolution to the problem is simply not to call that prospect again! Some sales reps have the fortitude to keep calling/soliciting, and may see some success however they may also build an unfavorable view of your company. Neither situation works very well long term.
The problem with prospecting/cold calling campaigns is typically the core conversation – what you plan to talk about with the person you call. If the intent of prospecting is to initiate a relationship, then what is the right conversation to have on that call? And how do you convert a prospecting call into a sales process? Of course, this is what we resolve in the one-day workshop and we’ll post some more thoughts on this in the coming weeks. Looking forward to some discussion on this… please leave your comments below!
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