No matter how far along you climb up the inbound or social ladder or are flush with referrals, when it comes to new business, you will always need to actually talk to a prospect.
At some point and sell them your product or services.
Could be a very quick, soft sell or a start from square one, and that’s why you should revisit the basics on occasion.
First one from Darren Dahl on Inc.com in regards to research:
If all you’re only goal in making calls is to close deals, it’s easy to get frustrated.
That’s why you should change your focus and think of the calls as research time.
Don’t just call and hard pitch. Instead try to think beforehand what challenges the prospect is dealing with and then use the call to collect insight, validate your assumptions, share insight about what solutions exist and what might work for them.
For any new business effort, the pressure’s on, that’s a given.
But you’ve got to give yourself, or whoever is handling your new business effort, time to bring the cycle to fruition.
It almost always takes a series of touch points, so you will spend a fair amount of time setting up second and third meetings.
Next nugget of wisdom is on objections, from Charles H. Green on entrepreneur.com:
Traditional thought on objections envisions a battle between buyer and seller–one of whom shall “win” by subduing the other. . .this combative way of thinking is baked into most approaches to sales. That’s because nearly every sales model is a model of a transaction, not a relationship. . . if closing the deal is all you’re looking for, you won’t get much customer loyalty or repeat business. Where is it written that you should be your customer’s enemy?
An objection means the buyer cares enough about you and the sale to want to explore it with you. They’re telling you about a concern they have, in the hopes you’ll help them resolve it. Your enemy is not the customer; your enemy is disengagement. And an objection demonstrates that the customer is very much engaged.
I like this take, although I’m not sure I’d agree that every objection means the prospect cares and wants to explore, but overall, a thought worth pondering.
Always good to take a step back and remind yourself of some of these basics.