When you make contact with a new prospect—either by telephone or in a face-to-face meeting—you have an extremely short window of time to connect with them. If you fail to achieve this, they will quickly tune you out.
Here are several things you can do to lose your prospect's attention in the first five seconds of the conversation:
1. Start a telephone conversation with "Hi, how are you?"
2. Open your conversation by introducing yourself, your company, and what you do.
3. Make small talk about "stuff" you see in their office (awards, plaques, photos, etc).
4. Give them an overview of your products and services.
5. Explain how your product or service will benefit them.
6. Tell them what other companies you have worked with.
7. Show them the awards and accolades your company product has received.
8. Give them a brochure outlining your key products or services.
Unfortunately, most salespeople fail to effectively open the sales conversation with a new prospect. Most of the sales calls and meetings I have been subjected to over the years have started with one or more of the above. The simple fact is, the moment your prospect senses you are trying to sell them something they don't need or want, they will tune you out and look for a way to disengage or disconnect from the call.
They don't care about you. They don't want to know about your company. They don't want to listen to you talk about your products or service. What they do want is a solution to a problem. They want to know how you can help them improve their business. Well, here's how you do that:
Focus your attention on the prospect!
It may sound simple, but most salespeople just don't get it. They still believe selling means talking at great length about their company, their product or their service. Truly effective salesmanship, however, is all about asking the prospect the right questions and demonstrating you can help them solve a particular problem or issue. That means you need to devote all of your attention to their situation, and resist the opportunity to talk about your company or offering.
If you are making cold calls you can accomplish this by modifying your opening statement or voice mail message. State a specific problem they are likely facing (based on your experience or research). For example,
"Mr. Big, if you're like other companies in ABC industry, I suspect that you [insert problem here]. If this is the case, call me at 800-555-1212 and I might be able to suggest a solution. By the way, it's Kelley calling and my number is 800-555-1212."
This applies to face-to-face meetings, as well. When you meet with a new prospect for the first time, the last thing you want to do is to start blathering away about your product or service.
Instead, open the conversation by asking, "Mrs. Prospect, many of our clients are currently experiencing [insert problem here]. How does that compare to your company's situation?" This demonstrates you have familiarity with their business and/or the industry, and it gives your prospect the opportunity to tell you about their chief concerns.
Over the last 14 years, I have learned most people will tell you anything you want to know—provided you give them a reason to do so. Launching into a product demo does not achieve this, but showing interest in their business does. The key is to develop and ask high-quality questions.
Several years ago, I worked with a company that regularly participated in industry trade shows. I observed them at one show and noticed their sales reps simply talked about the products that people showed interest in. Not surprisingly, their closing ratio was low; in most cases they gave information that wasn't relevant to that prospect's situation, and they talked to people who had little or no motivation to buy.
After some training, they began asking people a few high-quality questions to determine those who had challenges, and were seriously interested in their products. They were instructed to let "tire-kickers" look around and focus their time on people who had pressing concerns. At the end of the show, their sales were slightly higher…but they also had a list of highly qualified people to follow up with, and many of these individuals ended up buying from my client.
Here's the bottom line: The more time you spend talking about your product, the less inclined a prospect will want to continue that conversation. The more you focus your attention on their situation, their problems and demonstrating how you can help them improve their business, the more you differentiate yourself from the competition.
Remember, you only have few short moments to connect with a prospect. But by keeping it brief, focused, and about them, you're guaranteed to keep their attention.
Kelley Robertson is the author of "The Secrets of Power Selling." Subscribe to his free newsletter at www.Fearless-Selling.com or contact him at Kelley@Fearless-Selling.ca.