“There is
no short cut to achievement. Life
requires thorough preparation…”
George Washington Carver
1) START
AT THE TOP: Top achievers want to know who the decision maker is and start from
there. Far too many reps have a comfort zone on hanging out with admin or
middle managers – the folks that ask so many questions, stray reps think they are
getting somewhere, when all they are doing is answering questions, researching
to answer those questions, asking their boss how to find the answer. In other words, wasting everyone's time. Speaking of wasting time, those that venture
to the top typically have a compelling business issue they see that needs solving or a
trend that would impact that prospect’s bottom line, attract investors, create matters
outside their control. One of the best
question tip I was given was to ask “what keeps you awake at night?” to this VIP (very important person). You should have lots of credible testimonials
and examples of how you have solved similar problems with other clients (without
divulging who or confidential specifics) by percentages or dollars on how it helped them that will trigger
attention by the top decision maker.
After all, he or she is too busy to give you the time of day because
they are swamped with these matters … alas, comes along someone who has ideas
that may work to solve it!
“NEVER mistake activity for achievement"
John Wooden
2) ASK
GREAT QUESTIONS: Easier said than
done. The most competent sales
professionals have developed the skill to ask great questions. Guidance from responses from business issues
surfacing uncovers real needs or opportunities. Great questions even helps
those stuck in the middle to have themselves elevated to a higher decision
maker if crafted artfully. You may just
want to know when a decision is being made, how it is being made, and by whom.
At the very least, good questioning skills allows the rep permission to accept
the fact that they may be spinning wheels and move on to greener pastures (more
opportunities). They can help create red
flags that point to avoiding this prospect for now or forever. They also notify when the occasion may be
better in the future and provide a roadmap on how best to keep in touch for
when that happens (articles, etc.)
3) FINISH HOMEWORK: Research, research, research. These savvy pros know how to uncover information from Press Releases, Annual Reports, Business Periodicals and newspapers that allows them to have “business to business” discussions. If you want to look, think and act like you are more about solving needs or problems based on expertise, there are no short cuts. Here are some areas you can look at that should help understand a prospect betther:
i. Industry
trends
ii. Governing
regulations
iii. Who
their customers are
iv. What
the media is saying
v. Financial
picture
Bare
minimum, before a rep approaches a prospect, whether it be the decision maker or administrator (by phone, scheduled meeting), they should have a strong
understanding of the company, its competitors, customers, industry, governing
regulations before taking that first step.
“Without continual growth and progress, such
words as improvement, achievement and success have no meaning.”
Benjamin Franklin
