It is 100% certain that at any given time, a small percentage of the population
wants to buy your products and services. We call them
"High Probability Prospects".
Finding High Probability Prospects
What's the exact percentage ready and willing to buy? It depends on the product
or service. It also depends on the effectiveness of marketing efforts; bulls-eye,
targeted marketing yields a higher percentage of high probability prospects.
How can you hit the bulls-eye with your prospecting? Find out the demographics of
the highest probability prospects - data on average customers and profiles of the
largest customers. Ask the Product Managers at companies you represent for these
demographics. These demographics are profiles of your High Probability Prospects.
High Probability Prospects are not people who are merely "interested" in what you
have to sell. They are likely to want what you sell. It's just as easy to find people
who want to buy as it is to find people who have to be persuaded. However, the former
are much easier to close. Once you match up your products with the right prospecting
list, call them all. Never mind introducing yourself, or using any kind of "sales
pitch".
Just tell them:
- Who you are and who you represent;
- What you're selling;
- Two features (not benefits) of the product or service;
- Ask if it's what they WANT.
Follow that outline. Be sure your entire offer is no more than 45 words.
Don't waste time with low probability prospects
If the prospect says "no," you say "Okay, good bye." Wait for them to say "good
bye," hang up, and immediately dial the next one on your list. If the prospect says
"Yes," you say "Why?" If they have a good reason, make an appointment. If they are
only "interested", don't. Remember not to use the word "interested" in your offer,
since "interested" implies a lack of commitment and a low probability of buying.
If a prospect wants you to send literature, get their email address and send a standard
file with a standard cover note. Don’t put anything in the mail. Call back within
5 days and present a different prospecting offer for the same product or service.
Do not leave voice mails. You will sell less and add to your frustration if you
do.
Be systematic. Keep good records.
Keep records of every offer that you make, including the specific number of the
offer, the date, and the time. You need that information because you'll call the
same list at least every 4 weeks. If you don’t reach the prospect, no notes are
necessary.
Make a different offer each time you contact a prospect. Your offer can be for the
same product, but change it to include two different features. Or, your offer can
be for another product. The important thing is "not to" present the same offer to
the same people each time you call.
The average person using this method dials 67 calls an hour. Some dial as many as
100 per hour. Depending on your prospecting list and the time you're calling, you
can make offers to between 10 and 35 percent of the people you try to reach.
Over 2,000 people have learned this prospecting process and most of them are still
using it. It's easy, effective, efficient and enjoyable. And, it eliminates almost
all of the rejection created by traditional prospecting methods.
Jacques Werth is president of High Probability Selling, a sales process consulting
company founded in 1989. The company has trained salespeople in over 60 industries;
its selling system is based on personal observations of the sales practices of hundreds
of top salespeople. The system is described and demonstrated in the book High Probability
Selling. Call 800-394-7762 or visit
www.highprobsell.com.