As business leaders, we have to accept some of this as the reality of the time of year. Certainly, we don’t want to come off as the Grinch who stole the spirit of the holidays. But does it make sense to put certain sales prospecting tactics in place and inspect them so that you can celebrate both the magic of the season and a robust start to 2025?

Here is a list of sales prospecting tactics that you can find in our eBook, Better Than the Best Prospecting Book Ever. This eBook includes 14 articles written by the Sales Experts at Anthony Cole Training Group to help you and your team stay on track this holiday season:

1. Why Prospects Do the Things They Do: Understanding the Customer Buying Motives
2. Prospects Do the Darndest Things: Handling Stalls, Objections, Questions, and Embellishments of the Truth
3. Do You Speak Prospect? The Importance of Question-Based Selling
4. Gone Fishin': Sales Prospecting Plan
5. The 4 Keys to Great Introductions
6. Identifying Your Ideal Prospect Persona | Selling to Zebras
7. The 3 Things Keeping You From Connecting With Your Prospects
8. 5 Tips for Asking Your Prospect Better Questions
9. The 8-Step Compelling Prospect Phone Call
10. Develop Your Sales Pipeline to Increase Sales
11. Leaving Great Voicemails: The Key to Outbound Lead Generation
12. The 7 Habits of Successful Salespeople
13. Relationship Selling is the Key to Your Sales Challenges
14. 4 Rules to Help Salespeople Maximize Initial Prospect Meetings

Download the eBook Better Than the Best Prospecting Book Ever and share it with your team. We wish you the happiest of holidays and the start of a great 2025! Let us know how we can help.

Do you ever hear that your salespeople don't have enough time to prospect? Share this video with your people who might struggle with consistent prospecting. This video is a part of our new series with Mark Trinkle: The 10 Commandments of Sales Success. Today we dive into number two-Thou Shalt Always Be Prospecting.

Transcript:

Welcome to today's message, which is the second in a 10 part series on the 10 Commandments of Sales Success. Today we are looking at the second commandment, and as you can see from the screen, the second commandment is Thou Shalt Always Be Prospecting. Now, I know you probably don't land in the office in the morning, necessarily fired up to prospect, but it's kind of like being a kid and eating your vegetables. And I can remember when I told my mom and dad, "Mom, Dad, I don't like vegetables." And their answer was (and you probably know where I'm going), "You don't have to like it, you just have to do it. You have to eat 'em." I think that's the same with prospecting every day. And here's the real danger.

You don't have to prospect on any given day. You can take a day off. You can probably take a week off. Heck, you can probably take two weeks off and you won't notice any concern right away or any danger right away. But down the road, your pipeline is bound to take a hit. Great prospectors prospect just enough each day, each week, each month to continue to put flow into the top of that pipeline.

One more thing about prospecting before I let you go... don't tell me you don't have time. You can tell me a lot of things, but don't tell me you don't have time. That's a myth. Our good friend Bigfoot is on the screen here to remind us that is a myth and here's why. If I ask you to go call a hundred different people, to make a hundred dials, our math tells us you're probably gonna talk to 10 people.

Now, I'm gonna try to trick you. I'm gonna ask you, "How much time will it take you to not talk to 90 people?" One more time. "How much time will it take you to not talk to 90 people?" And of the 10 people that you will talk to, my guess is you'll probably have short conversations with some of them. You might even set a few appointments with some others, but it's just not going to take much time out of your day.

You can add up the time and then you have to decide for yourself. Do you not have the time or do you not have the drive and the ambition to get after it?

Have a great day and as always, thank you so much for listening!

Watch all of the Commandments Here

In analyzing those salespeople who are successful year after year, we find significant consistencies in prospecting behavior and practice management. These top sales producers adhere to “The ONLY "A" priority is prospecting” principle. Successful salespeople service accounts just like everyone else. They also have fires to put out and meetings to attend. But nothing gets in the way of consistent prospecting.

So, following their lead:

1. Schedule a time each day to make phone calls and stick to the schedule. First thing in the morning works well. The longer you procrastinate, the better chance there is of something getting in the way of this critical activity. You don't have to like prospecting; you just have to do it. Every day. The more of this activity you do, the more proficient you will become.

2. Don't look, act or sound like every other salesperson. Create a unique approach – Don't just say that you are different. Put yourself in your prospect's place. Would you take your phone call and be responsive? If not, work on your strategy and script. For example, when you get your prospect on the phone, say “Hello.” and be silent. Wait for the prospect to respond.

Buyers are conditioned to hear “Hello. This is Joe from ABC Company and I am calling you to ….” Prospects hear this, immediately recognize a sales pitch and quickly disconnect.

3. Successful prospectors understand that the purpose of a call is to set an appointment with a qualified candidate. Stop selling on the phone. Stop seeing just anyone who will see you. Make sure the prospect qualifies to do business with you. On the phone call identify that the prospect has a problem and get him to invite you to come and talk about it.

The quality of the phone call determines the quality of the appointment.  At this point, your goal is to identify if your prospect has a problem that you can solve. Ask questions like “Can you tell me about the problems you are experiencing?”

Ask the question “Why is this problem a problem?” so that the prospect reinforces, in his own mind, that this is something he needs to address. If he can’t answer this question, chances are the problem isn’t big enough for him to spend time and money on it.

Ask the question “How much is this problem costing you?” Asking this will make the client put dollars to the problem. If the money involved is more than or equal to the price of your product, he is more apt to invite you to visit. Establish that he would like to fix the problem.  At this stage, you are trying to get enough information and “pain” to justify a meeting.

Keep the following questions handy when you are on prospecting calls. They will help you weed out the “tire kickers.”  

• Tell me about your current problems… in administering your 401K (for example).
• How long has this been a problem?
• What have you done to fix it?
• When you spoke with your current provider what did he say?
• What has he done to make this problem go away?
• What happens if you don’t fix this?
• How much is it costing you?
• Is that a problem?
• Do you want to fix it?
• But not today?

4. Understand that prospects want to meet professionals through introductions, not cold calls, so always ask for introductions as your first prospecting strategy. Ask your best client advocates the simple question “If you were doing what I do, who would you talk to next?” Then ask them if they would be willing to make a call on your behalf. You can find more information on How to Get Introductions here.

You know that prospecting is essential to your selling success. And you know that you can't consistently grow your business unless you consistently prospect. You can't count on market conditions or new products or low pricing to create opportunities. You must find prospects that fit your profile and qualify to do business with you.

So ask yourself which of the above might help you most today. Implement this change for the next 30 days, until it comes naturally. Commit yourself to changing one prospecting behavior or business practice that will dramatically impact your business.

If you consider the tactics that are generally covered in sales skills training, you can probably think of a handful of happenings that can steal, or make you lose, your prospect.

In this blog, we will discuss the top 4 situations you may encounter that will cause you to wonder; "where are you, prospect?"

From the year it first appeared in 1966 until now, “How The Grinch Stole Christmas” has remained a holiday classic. Narrated by Boris Karloff, it contains so many scenes that quickly rush to my mind. Who can forget the scene of the Grinch talking with Cindy Lou Who…or the scene where the Grinch turns his dog, Max, into a reindeer?

But let’s talk about another grinch – and this one is much meaner. I’m talking about the one that steals your prospect. You know – the prospect you were chasing that you were sure you were going to win right up until the point that you didn’t. If you consider the tactics that are generally covered in sales skills training, you can probably think of a handful of happenings that can steal, or make you lose, your prospect.

I think there are four different types of grinches that steal your prospect:

1. Lack of compelling reasons to make a change. This surfaces when your prospect has no pain/compelling reason to make a change, but you decided to pursue the opportunity anyway.
2. Lack of capacity. This comes to you when you do establish a compelling reason for the prospect to make a change, but you fail to ask them about the timing of such a change. It only appears after the presentation when your calls or emails are not being returned because the prospect isn’t ready to make the change.
3. The incumbent. This shows up when you fail to drill down into two things: 1) the reason why the prospect will leave the incumbent and 2) what they will tell the incumbent when they make the change. Changing providers is a big decision. Probably the toughest decision the prospect will ever have to make.
4. Not receiving a decision (within a mutually agreed-upon timeframe) after you present your solution. Why does this happen? Because you did not get them to agree to make a decision. You simply presented without any kind of upfront agreement.

So, to all of you faithful readers of this blog: could the actual grinch who stole your prospect be you? Think about it…and Happy Holidays to all of you along with wishes of peace in the New Year.

The most successful salespeople are always challenging and adapting their personal sales process to be more effective and increase sales. However, they don’t challenge the notion of the importance of making prospecting their "A" priority every week.

They know that no matter how successful they are, if they don’t continue to add new relationships, that eventually, their business will decline. If you really want to increase sales this year, you MUST block off time every week for prospecting new clients.

As we think about all of the things as sales professionals that we're supposed to do, it really comes down to three things that actually get us paid: 

1. Find Opportunities
2. Qualify prospects
3. Get a decision

I want to focus on the first thing we get paid to do and that's to find opportunities. There are many ways we can find opportunities⁠—cold calls, drop-ins, direct marketing, social selling (LinkedIn and Twitter), getting introductions, etc. 

Although there are many ways we can prospect, some provide a higher return on the biggest investment we can make, and that’s our time. In a previous blog, I tried to debunk the “time management” problem. It isn’t a time management problem, it’s a priority management problem. 

As we focus on prospecting, the least return on our investment is cold calling. For all the time you invest in cold calling, the actual return (speaking to a decision-maker) is extremely low. We know it’s a necessary evil, but not a permanent problem. On the other hand, it is a proven fact, the highest return on our prospecting time is in getting introductions.  

So here is what I would like you to consider:

• Do you have time set aside each week to prospect? If you don’t, you would be well-served to block time to prospect

Allocate your time within the time block you’ve scheduled

• If you have allocated an hour a day, my recommendation would be:
• If you have allocated 15 minutes to cold call, you should be able to get 15 calls in within that time. If you call 15, you will probably speak with two people. How long does it take to NOT talk to 13 people?  You can make a lot of calls in 15 minutes if you are focused.
• 15 minutes for social selling to find introductions—maybe not sell, but find introduction opportunities.
• LinkedIn, Twitter, Facebook, Blogging—whichever you are allowed to do within your work rules, do it on a regular basis.
• 30 minutes on getting introductions
• Calling people and saying “I’m looking to expand my base of contacts” Or “I’m looking to meet great people such as yourself, when can we get together to determine if we can help each other?”
• Identify your 15 best clients and make it a goal to get three introductions from each of them. How much success would you have with 45 new names to call?

This is just a rough outline on what you can do but the big takeaways are this:

1. Prioritize prospecting—make it a significant part of your week.
2. Prioritize how you are prospecting—get introductions—it will provide the highest return on your time invested.

Someone needs what you do, so go find them and start prospecting today to find more of them!