Sales Prospecting Training | Four Things To Learn About Prospects During Pre-Approach Sales
Let’s say we decide to buy some new trees and shrubs for our yard. On a whim one Sunday afternoon, we go to the nursery. We choose a few plants that we like. A few days later, we have them delivered to our home. But now what? Where are we going to plant them? Sunlight or shade? Front yard or back? How far apart? And the list goes on. Imagine how much more efficient the landscaping project would be if we had a plan from the beginning.
Pre-approach sales, just like many aspects of the sales process, is more efficient and productive when we have a plan of action. Of course, the information we want to gain during pre-approach sales varies based on the prospect, the product or service, and the selling cycle. Here are some suggestions. Be sure you adapt this list to your individual selling situation.
1) Get a complete and accurate record of the prospect’s name, phone number, and title. Verify this information and make sure you spell and pronounce the prospect’s name correctly. You also might want to assess the value the person places on his or her title. For example, not all PhD’s like to be called “doctor” but some do.
2) Determine a general idea for the prospect would use your product or service. To develop an effective initial communication, it’s important that you have a general idea about the application of your product or service in the prospect’s environment. Keep in mind, you won’t necessarily be providing solutions based on this information. As you go through the sales process, you will learn to identify buying criteria and the Dominant Buying Motive – and that’s what you will use to develop a unique solution.
3) Gauge the competition. Does the prospect do business with a competitor? In some businesses, you may easily find this information. For example, someone who sells television advertising can easily see whether a prospect advertises on a competitor’s channel. In other businesses, it may be more difficult to gain this information. But do what you can to see where the competition stands. This will not only help you in approaching the prospect, it helps as you develop solutions down the line.
4) Find out if the prospect is in a position to buy. Someone once wisely said, “Many a sale is lost because a misinformed salesperson either underestimated or overestimated the prospect’s buying intentions and purchasing power.” Remember, an increase of team based organizations means the team leader may not be the decision maker. Nevertheless, that person can still help you gain commitment. Just be sure he can put you in touch with the appropriate people.
One of the biggest challenges of pre-approach sales is managing the information we gain. If we don’t have pre-approach sales information readily available and accessible, we will be at a disadvantage when we’re competing against other salespeople who do. It’s absolutely essential to have a predictable, viable, and accessible contact management system at our fingertips.
