How To Get A Prospective Customer's Attention - Instantly
I have been working with a sales force for an internet advertising firm - they design websites, mobile compatible websites, internet advertising campaigns, and more.
The first problem I learned was that their sales team were clueless about how to discover prospective new clients. My initial presentation to them was about how to uncover ideal new customers, and when I was prepared to advance into converting those prospects into paying clients, they all said, "Hang on! We have no idea how to prospect in the first place! We have no idea how to approach them."
Fine then... I asked to know what they are doing, and they told me they were... pause for effect... COLD CALLING!
I asked about the success rate: about 1 in 200.
It was then that someone said, "Keep working at it until you get to 1 in 100 and then you'll start seeing results." I ignored this blazing idiot, and instructed the salespeople to stop cold calling entirely, and to devote their time to networking instead; I know from experience that in-person networking, for whatever reason, is unusually effective in the online marketing world.
Move ahead one week... I talked with one of the reps this week and he was whining that networking just isn't working for him.
I asked him what he's saying to people when he meets them at events. His reply: "I tell them I do internet marketing for local businesses."
Could that intro be any more boring?
I gave him an all-new opener to say when networking, or at any other time when someone asks him what he does for work: "I get your website literally printing money for you."
I think that's a lot more attention-getting. I know from my own experiences in selling that it'd get my attention, without a doubt! Especially if I were one of the majority of local company owners whose website is doing very little for them.
Here's the answer of how to get prospective customers interested: Quit boring them!
Think about what you're telling prospective customers. Is your introduction boring? Are you saying the same things as all other salespeople out there? Or are you getting their jaw-dropping attention with an opener similar to, "I turn your website into a printing press for money money for you"?
If you aren't doing that, you need to take these two action steps immediately:
1. Develop an opener that blows people away. Differentiate yourself from your competition, who are all saying the same boring, time-worn cliches like, "We have the best service," to prospects.
2. Flood yourself with an enourmous supply of hot sales leads, with prospects who are highly interested and want what you're selling. Then use your powerful new opener during the first appointment with them.
In case you're asking just how to fill your voicemail with hot leads, it's easy: Take your all-new, hard hitting introduction, and go to as many networking mixers as you can. Breafkast, afternoon, and happy hour events. Never pass on an opportunity to go to a networking mixer, cards in hand, well-dressed, and armed with your new conversation starter. Do that and your sales will explode!
Frank Rumbauskas is the author of the New York Times best-seller Never Cold Call Again and has won numerous accolades, such as Readers Choice for Business Book of the Year from 800-CEO-READ, and has been named one of Fast Company’s top 30 most influential people online. To learn more, and to download a free 37-page preview of his Never Cold Call Again lead-generation system, visit http://www.nevercoldcall.com
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Posted by Frank Rumbauskas on July 24, 2012 | Permalink
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