Strategies for Meeting an Impossibly Busy Prospect [Part 1]
Author: Julie VervilleRuntime:
Six Tips to Help you Secure Key Sales Meetings (Part 1)
Getting a first meeting with an executive in charge of purchasing and directing products and services for his or her company seems a daunting, overwhelming, and impossible task. But, it isn’t. In fact, when using the right strategies at the right time, getting in with a prospect is completely possible. Okay…it’s still not easy, but it’s at least possible! With patience, persistence, and a clear message, prospects will be interested and willing to meet.
It’s time to throw away the strategies of manipulation tactics that turn busy people away from the products and services they need. These tips are what the pros already know (and some may need a refresher when they find themselves in a slump), and when implemented, will help any sales professional get from prospects to closings. This article will give “dos and don’ts” of closing a meeting with those super-busy executives who typically say “no”, before you get an opportunity to even ask a question.
1. Focus, Focus, Focus!
Products and services are great, but nothing is great enough to sell itself; this is where a competent salesperson comes in. Decide prior to sending a message or leaving a voice-mail what should be said in order to get all the above research into an important message. Choose a maximum of three points to discuss. Focus on what products and services would be an ideal fit for the prospect’s business.
2. Work out a Concise Message
Pick a pitch that is quick and highlights what the product or service will do for the client. Keep it to about 30-60 seconds. Don’t speak like the “Micromachines” guy, though—a speedy pitch will only sound manic, or worse, desperate. So, it would be important to offer a meeting, but offer one that will be worth their time.
Look busy too! Use psychology as an advantage (not to manipulate, however). In other words, many people think (whether they’re aware of it or not) that if a salesperson has plenty of time to meet with a client, then he or she can’t be offering a good service. A sample message would look a little like this:
Hello Mr. So-and-So,
My name is John Doe with the Best Company Ever, Inc. I was looking at my calendar and noticed I have a free space during lunch on Thursday. Etc., etc [put in concise message here].
Best Company Ever, Inc.
By setting it up this way, it does three things:
- John Doe is busy being a successful salesperson, therefore, the product/service is good.
- John Doe budgets his time well.
- John Doe is making time for the important prospect (giving them a sense of importance is a good way to get their attention)
3. The Most Important Rule – Trust Building
If there is one thing prospects dislike, it’s a shady, slick salesperson who just wants to sell their product to anyone and everyone. Top prospects will write off that kind of salesperson instantly, with unanswered phone calls and emails. These salespeople will never get a first meeting scheduled. So…it’s vital to build trust.
There are two components to accomplishing this:
- Perform research. This might seem obvious, but even experienced salespeople think they can get away with not doing research on a company if they know what they are selling. While it’s excellent to know all about the product or service being sold, it’s even more important to know if the prospect is going to be interested. Use company websites, especially the News and Investor Relations sections. They can yield a goldmine worth of data that will help impress upon prospects: “I’m more than just a sales pitch. I’m here to serve you.”
- Keep it simple (more on this below). Translating what has been learned about a company into a quick, concise, attention-grabbing pitch can be difficult, but not impossible. It can also be the cornerstone to building trust and getting into that initial meeting.
Following these 3 tips will surely get you closer to that elusive meeting! To fine tune your marketing strategy, be sure to check back in to read the final 3 strategies needed to meet an impossibly busy prospect