Selling
is easy. We all know it. It's PROSPECTING
that's difficult.
In fact, the number
one reason sales professionals FAIL
in a wide range of industries is
not that they don't know
how to sell...it is because they
do not know how to prospect.
Or, if they do
know how to prospect, they don't
do it consistently enough to keep
their pipeline full. It's like any
other good habit that we want to
maintain, like exercising and eating
right. In sales, many of us face
the same struggle when it comes
to our prospecting, which results
in frustration and “dry seasons”
—ultimately leading to rising
attrition:
- We identify
a number of prospects and call
on them.
- We begin the
sales cycle focused only on those
prospects (i.e. we stop prospecting).
We gather facts and information
for a solution to our prospects’
situations.
- We conduct
sales presentations over the next
three months (still, no prospecting).
- We make sales
(but now have no more prospects).
- We start all
over again!
This is a process
known as oscillation, which
is moving back and forth between
desirable and undesirable behaviors.
So how do you
stop this dangerous cycle? How do
you foster a consistent habit of
seeking out and qualifying new people
to talk with concerning your business?
There are a couple
answers to this question. You may
already understand that there are
countless ways to prospect--whether
it is through social mobility, mastering
the art of getting referrals and
introductions, improving your listening
skills, etc. The list could go on.
With this in mind,
you must first discern, through
trial and error, what approaches
work most effectively for you. Only
you can decide this, because you
know your strengths better than
anyone else, not to mention the
business relationship dynamics that
are unique to your profession or
industry.
Second, you must
adopt a STRUCTURE that keeps you
focused on key activities on a weekly,
if not daily, basis. Besides adopting
small habits as you interact with
people daily (i.e. keeping your
eyes open for opportunities to help
others and build relationships),
you need to set aside time every
week when you will do nothing but
prospect. This time must
be treated as sacred.
Chances are you
have heard this before, and you
will hear it again. The point is,
with this knowledge, what will you
do about it.? Can you set aside
two hours per day, or five to ten
hours per week (whatever measure
you deem suitable for you) to do
nothing but seek out and contact
new prospects for your business?
This is your challenge for
this week.
And not just this
week...but every week to follow.
The more you do it, the easier it
gets, just like anything else!
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