Prospecting isn't always the easiest task we are required to carry out in sales.  It can be daunting, monotonous, and inconsistent.  However, it must be done and it must be done well!

So, what are some ways in which you can make prospecting easier on yourself to get in front of the right people at the right time?  It all starts with knowing what you want and DON'T want in your ideal client, and being able to share this directly with your Centers of Influence in the marketplace.

When trying to describe something obscene, William T Goldberg once said,  “I know it when I see it, and someone else will know it when they see it, but what they see and what they know may or may not be what I see and what I know, and that’s okay.” 

Confused?  Yeah, me too.

Unfortunately, many salespeople suffer the same challenges when attempting to describe what their ideal client looks like.  Why is this so important?  It eliminates wasting time (your most precious asset) and causing frustration for your Centers of Influence  (C.O.I.).

Even if trying to describe what you are looking for is challenging, it may prove helpful to first describe what you aren’t looking for. 

Here are some reasons why knowing what you aren’t looking for is important:

1. It eliminates ambiguity
   • If you aren’t specific, it’s hard to get introductions. When I’m trying to make introductions for people and they are vague about what they are looking for, it makes it difficult for me to think of someone to make the introduction.
2. It reduces frustration with your Centers of Influence
   • If you aren’t crystal clear on what you are looking for and what you are NOT looking for, your COI’s might make an introduction for you, only to find out you can’t help the person they introduced.
     1. When working with my introduction partners, I say “This is what type of business I’m looking for. Of equal importance, I really can’t help these types of businesses . . . and here’s why."
   • That brings clarity to the conversation.
3. It reduces your opportunity cost.
   • Your opportunity cost is simply this . . . If you called on Company ABC, that means you AREN’T working on Company XYZ. Your opportunity cost is what you aren’t working on, which might be more viable for you and your organization.

So, in closing if you know what you don’t want and the reason why, it could reduce the quantity of opportunities in your pipeline, but the quality should increase dramatically.

Good luck and happy hunting.

A majority of sales people are so happy to get in front of a prospect that they sometimes allow them to control the sales process.

How do you get out in front of this and make sure that you are running the sales conversation? Stop wasting your time with people that don’t meet your criteria.  Failure to do so causes you to not only waste a lot of time, it keeps you from getting to real prospects that need your help.  

A majority of salespeople are so happy to get in front of a prospect that they sometimes allow them to control the sales process.  Whatever question the prospect asks, we answer it.  Whenever the prospect asks for information, we give it to them.  When they want a proposal or quote, we go back to the office and begin to work on it.  

Who’s in charge here?

We didn’t really focus on how qualified they were, just whether or not we could get in front of them and how quickly we can present a solution.

Maybe we should find out if they are really a prospect.

1. You have to find out why they took time to meet with you, the “why am I here?” question.
2. You have to be of the mindset that they have to qualify to do business with you.
3. You have the right to get all the information you need to do the job being asked of you.
4. You have the right to make decisions that are not popular with others, remember don’t walk, talk, look and act like all the other salespeople.
5. Finally, you have the right to walk away from anyone who isn’t a prospect.

Here are 4 things (at a minimum) you need to know in order to have a qualified prospect.

1. Do they have a problem (PAIN) that they are committed to fixing?
2. Do they have the time money and other resources to commit to a solution?
3. Do you know their decision-making process, and have you met with ALL decision makers prior to agreeing to present?
4. Did the prospect agree to a decision, yes or no, when you present your solution?

If you answered yes to all of those, then you have a prospect.

Stop wasting your time with people that don’t meet your criteria.  Failure to do so causes you to not only waste a lot of time, it keeps you from getting to real prospects that need your help.  Remember, no prospect, no problem. 

Next!

You may recall hearing in one of our videos or reading in one of our blogs the importance of identifying your zebra to build your business. In the unlikely event you did not, the purpose of identifying your zebra is to bring focus and clarity to your prospecting efforts so you don’t end up chasing or pursuing opportunities that aren’t the best use of your most asset . . . your time.

Of equal importance is to know, and clearly articulate, what isn’t a Zebra for you. If you know that as well, it helps to bring clarity and specificity to your network and prospecting efforts. I can think of one instance in my 3.5 years of selling with Anthony Cole Training when I had success working with an account that wasn’t a zebra for me. Here are some reasons why knowing what isn’t a zebra is so important:

It Eliminates Ambiguity

• If you aren’t specific it’s hard to get introductions. When I’m trying to make introductions for people and they are vague about what they are looking for, it makes it difficult for me to think of someone to make the introduction.

It Reduces Frustration with Your Centers of Influence

• If you aren’t crystal clear on what you are looking for and what you are NOT looking for, your COI’s might make an introduction for you, only to find out you can’t help the person they introduced. When working with my introduction partners, I say “This is what type of business I’m looking for”. “Of equal importance, I really can’t help these types of businesses . . . and here’s why.
• That brings clarity to the conversation.

It Reduces Your Opportunity Cost

• Your opportunity cost is simply this . . . If you called on Company ABC, that means you AREN’T work on Company XYZ. Your opportunity cost is what you aren’t working on that might be more viable for you and your organization.

So, in closing if you know what you don’t want and the reason why, it could reduce the quantity of opportunities in your pipeline, but the quality should increase dramatically.

Watch our Sales Guy Unplugged video on "Calling Quality Over Quantity" to help further understand the concept and importance of identifying prospect zebras. Also, visit our website for additional tips, tricks and tools.