The problem with myths in sales prospecting is that they impede correct thinking when it comes to developing effective strategies.
The following is an overview of some of the more common sales prospecting myths, along with insights on how proper thinking improves your potential for sales lead generation.
1. Take Any Prospect You Can Get
A large prospect pool does have benefits, including insulation from the risks of not having anyone to sell to. However, not all prospects provide the same opportunity for profitability.
Ideally, your business is targeting marketing-qualified leads that match the traits of your most profitable existing customers. Thus, you invest your limited resources in attracting prospects with high conversion rates and high lifetime potential value. Unfortunately, sales organizations often implement general, mass communication approaches and muddy the waters by pursuing low-quality opportunities.
2. Buyers Prefer to Select Solutions Online
It’s worth noting that about 70 percent of the typical buyer’s journey is completed online before contact is made with a sales rep. However, this statistic doesn’t prove that prospects don’t want to talk to company reps at all. In fact, most still like the opportunity to learn about product options from an expert.
The initial investigation that buyers facilitate online is primarily focused on learning about resolutions to problems that arise during the awareness stage. More in-depth whitepapers, ebooks, and case studies are useful during the shift to consideration. However, as prospects become more serious about identifying the right solution, they want an expert to help by getting familiar with their problem and making appropriate recommendations.
3. Scripts Are Too Impersonal for Today’s Sales Environment
This myth is fueled by the way a lot of sales reps in the past relied too much on formulated content than interpersonal selling skills. Sure, you can still lean too heavily on a script and avert the need to engage each prospect individually. However, this method doesn’t mean reps can’t use scripts more effectively.
Well-developed and practiced scripts actually enable a rep to get more familiar with the common needs of a prospect, along with questions, concerns, and conversations that come up. This familiarity improves the likelihood that a rep can engage a prospect in a dynamic conversation by asking the right questions and making the right statements when prompted.
4. Go All in to Get an Appointment
Appointment-setting is a challenging and important step in the selling process. This point doesn’t mean that a rep should push all the chips in on an initial prospecting call. Doing so is bound to turn off a prospect.
Instead, use the initial call to generate initial intrigue by showing a prospect you understand his need and want to learn more. If you have to sell a prospect on the value of an appointment, there is a high probability they won’t show.
These are some of the common myths that get in the way of effective sales prospecting strategies. Avoid problematic thinking and implement strategies that attract targeted prospects.
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