TRANSCRIPT:
Now specific to prospecting and going to give you some do’s and some don’ts for your messaging. These are not hard and fast rules but they are pretty good guidelines when you’re coming up with your initial messaging.
THE DON’TS
- Don’t you repeat your product features/benefits back to the prospect when prospecting. nobody cares about them.
- Don’t talk about your company being number one in the industry or having been the longest served company in the industry again nobody cares.
- Don’t send out random marketing material or spam out product comparisons again nobody cares.
The reason that nobody cares about any of these points, is that we are all selfish. You are being selfish if you’re talking about yourself and not sharing value with the prospect directly. The prospect is of course selfish and owes you nothing at this point, all they care about is what is in it for them. Think of it from their point of view, if you went into a meeting to listen to some arsehole blabbing on about how amazing his company and his product were without any interest in you, would you want to give them your money?
You are being selfish if you’re talking about yourself and not sharing value with the prospect directly.
This is where 100% of your focus should be in all elements of B2B sales. You are here to serve the prospect not to suck their time or suck their money like some hustling Count Dracula. Going on a nice holiday at the end of the year is great and all, but it’s not the be all and end all of business, especially for the prospect.
Unfortunately, this is how most salespeople try to sell. For them its take take take, until they close the deal and then they never speak to the prospect ever again. Hopefully if you’re investing in yourself by purchasing the Sales School you’re in this for the long term and so will be known as a person that gives value in your industry and isn’t just after that initial commission. I guarantee net-net it will lead to way higher total commissions in the long run. Believe it or not, being an arsehole doesn’t get you anywhere and being considerate and reliable does. Go figure!
Finally, do not walk away without a commitment of some sort. If you’re struggling to get a commitment and everyone is just brushing you off, I will share how to deal with this in the next video.
THE DOES
- Do be very transparent in your prospecting do not try any weird tricks to get attention. Feel free to use the laws of influence that we talk about any influence course, but don’t try and switch and bait anyone for example.
- Do dress well and groom yourself well if you’re prospecting in person. There is a ton of research which shows this helps with likeability, which in turn helps influence, which in turn increases your ability to prospect effectively. A recent survey of professionals revealed that 72% of them were impacted by a someone’s appearance or even their handshake when making their first impression. Being a likeable salesperson put you at a competitive advantage to all the other ass hats that you competing with. I’ve closed B2B medical device sales deals surely on the basis that the prospect (surgeon) like having me around in their theatres more than the competition.
- Do be enthusiastic, it is contagious. When you are excited around your prospects they see that as a level of confidence in your product or service, it subconsciously allows them to get excited about your product as well. If you are boring miserable and monotonous on the phone for example the prospect for on a subconscious level realise you don’t really care about the product or service and so there is probably little value in it for them either.
- When you on the phone make sure you stand up and smile. Research shows that the simple act of smiling is noticeable by the person on the other end even when you can’t see each other. If you’re meeting the prospect in person make sure to use your body and move it around to show excitement.
- Do work out what the prospects pain point is, then reiterate it back to them clearly. Check out questions course to learn how to do this.
Finally, do be quick and to the point. Salespeople who value their prospects time, those who have the ability not to waste time in the corporate world when no one has enough time to do their jobs any more as highly valued.
Finally, do be quick and to the point. Salespeople who value their prospects time, those who have the ability not to waste time in the corporate world when no one has enough time to do their jobs any more as highly valued.
That means short and sharp emails, on the phone it means talking about what you have got in common building rapport but then getting to the point when it comes to business.
