Types of Prospecting Tools and Methods, and the One Thing They Have in Common
In part 1 of this series, I listed the common complaints salespeople and their organizations have about prospecting. Today we’ll examine different prospecting methods, how effective they are, and the common denominator that links the methods and the complaints.
The University of Carolina business school published the results of a research study dealing with the effectiveness of different prospecting approaches. Here is a brief summary of its findings:
Even though cold calling appears to be the least effective method of prospecting, the use of the telephone is paramount to all these methods. So now we have our common denominator. Whether you cold call, warm call, or hot call, there is one tool you will use: the telephone. Unfortunately, the telephone can seem as appealing as a cactus when cold or warm calling.
And if you are a sales person, then you know what I am talking about. Fear of rejection, being a bother to the prospect, or forcing a solution they may not need, are some of the psychological reasons people resent using the phone. Is it any wonder then why sales people dread picking up this tool to build their pipeline?
So what the salesperson does is to rely on marketing to create leads and engage in any and all activities aside from the using telephone in attempt to create opportunities. Unfortunately, to be successful, a salesperson has to create leads.
Before I discuss how to get over those psychological humps and begin using the telephone for success, I’ll take a look at leads. What are leads and what makes a good one? You might be surprised. Tune in next week.