Welcome our guest blogger, Justin Champion, who is a Marketing Consultant with Search Mojo, a dedicated search engine marketing agency. He works with new prospects to determine the best fitting search marketing solution to achieve their goals. He also is a regular blogging contributor to Search Mojo’s blog, Search Marketing Sage.
4 Tips to Improving Your New Business Prospecting Efforts
Prospecting for new business is not an easy task. Many get weighed down by the thought of having to call someone they do not know, who is not expecting their call. Ugh! However, for those of you who are new to the game or looking to reevaluate your approach, here are four tips to make your lead-generation process more effective.
1. Set a simple goal for the initial call
Do not just walk in expecting to wine and dine them. In order to gain confidence with a prospect, you are going to need trust. This is not something you are going to establish in the first two minutes. The goal here should be identifying the decision maker and setting an appointment. You are not calling to sell them something. You’re calling to set up a time to discuss their needs and appropriate solutions.
If they are not willing to schedule an appointment with you, then they are probably not going to buy from you either.
2. Slow and steady wins the race
HimynameisJustinandIworkwithSearchMojo… What? Don’t get your whole speech out in one breath. Make sure to slow your pace and pronounce your words in a clear and calm manner. If your approach sounds rushed, then you are not setting a comfortable setting for a conversation. The last thing you want to do is repeat yourself more than once—not very professional.
3. Know your prospect
Before you call, make sure you know:
- Name of company
- Point of contact (use ZoomInfo Pro!)
- Why you’re calling
The more you know about their industry—pain points, terminology, etc—the better. Now, I am not saying that you have to perform in depth research on each prospect, but it will help to work a vertical market and get comfortable with the industry. Plus, what does it hurt to take a look at their site before calling? The worst that can happen is you’ll know more about their specific business offerings.
4. Make sure to follow up
Over 90% of the time you will not reach the individual you want to talk to. This is also where knowing what to say comes in handy—get ready to make your first impression with a memorable voicemail.
However, a voicemail or leaving a message with the operator is not going to cut it. If you really want to make a difference you have to follow up. I do not recommend pestering them, calling every day, but do not expect them to call you back because they will forget about you.
All-in-all, prospecting can be a rewarding experience with the right preparation and attitude. The goal is not to get frustrated and focus in for the long haul. Not everyone is going to want your services, but there are people interested. It is your job to find them.