Sales Prospecting Training | Five Myths of Prospecting

Now that you know what prospecting is not, let’s turn our attention to five of the most common myths of prospecting.

Myth 1. Prospecting Is Selling

Just as marketing is closely linked to but different from the sales function, so too is prospecting a separate function from the sales process. Prospecting creates opportunities. It leads to selling. The job of prospecting is to find qualified leads that may have the ability and incentive to buy your product. In a way, prospecting is simply discarding all the unqualified suspects and retaining those who are looking to achieve a goal, solve a problem, or satisfy a need. Only after this process is complete, should the selling begin.

Myth 2. Prospecting Is Only a Number Game

Prospecting is much more than merely a numbers game. Traditional approaches to prospecting for business relies on contacting large numbers of cold contacts. However, quality supersedes quantity. You must carefully identify and target individuals that have a need to evaluate and buy your product or service.

Myth 3. Scripts Are for Kids

Many salespeople insist on prospecting without any script or defined messaging. Defined messaging provides the framework of a successful prospecting campaign. It allows you to test what high-probability goals, problems, or issues are important to the individuals on your Targeted Conversation List. “Winning It” is not the way to go if you want to work efficiently and effectively and, most important, be able to identify which approaches work best and which ones don’t.

Myth 4. Prospecting Takes Too Much Time

Like anything else worthwhile, prospecting does take time, but it takes too much time only if you fail to plan, prepare, and apply the right strategy. It should only take a few minutes to determine if the person you have engaged has a goal, problem, or need that he or she wants to address. Don’t waste too much time with people with a nice job title but without influence. Sure, they may be able to provide you with some intelligence, names, issues, etc., but remember this: you can’t sell to someone who can’t buy.

Myth 5. Close Then on the Appointment

Too many reps focus on scheduling an appointment or, worse yet, a demonstration. Next thing you know, the appointment is canceled via e-mail or sms. When you attempt to follow up, the person won’t take your call. She goes ice cold. Surprise, surprise, surprise.

Prospects will sometimes find it easier to agree to your request rather than telling you they are not interested. If prospects are remotely interested, then you will want to pursue a more subtle approach by processing their needs and not yours. At the same time, it is good to learn more about their operation and what they are trying to accomplish. Help them (don’t get or force them) to admit a goal, problem, or need. After all, without a goal, you don’t have a prospect.