Do you view prospecting as an outcome or an opportunity? Do you think of prospecting in terms of a process or an event? The way you answer those questions makes a big difference in the results you experience.
Many people view getting the attention of a prospect as the outcome. That’s not a good thing, and it causes you to miss many opportunities. Getting the attention of a prospect is simply an opportunity for you to develop and continue a relationship with that prospect.
Most people who treat getting the attention of a prospect as an outcome aren’t able to capitalize on that attention. That’s because to them the appointment was what they wanted and what they got. They weren’t necessarily able to convert that appointment into a client and they didn’t have anywhere meaningful to go with the prospect once the appointment ended.
Oops, big mistake. You get yourself in these dead end situations because you think of prospecting and the appointment as an event when you should be thinking of them in terms of a process. Getting the attention of a prospect is the first step in a process that builds a relationship with the prospect leading to a meaningful sales conversation where you’re both there for the same reason.
You’re both agreeing to the appointment to determine if there is a reason for you to do business together. To have a process for prospecting you need a multi-step, perhaps even multi-media, plan to continue to connect with the prospect adding value to the prospect so the prospect wants to continue the relationship and know more. Throughout the process you’re conditioning the prospect to hear from you and to respond to you. And that gives you the power to turn opportunities into business.
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