Essential questions to consider when engaging with a prospect first time.
Whether it’s consciously, or unconsciously, these are the first questions in someone’s mind when you meet them for the first time.
It’s part of our human psyche to wonder if the person in front of us can be trusted – this is an essential survival or protection mechanism. Consider when in a war, or conflict situation – how do you know who to trust? At any time, someone could whip out a knife or gun, so it is natural to be cautious.
As a salesperson, professional, or a business owner who is reaching out to engage new prospects, these questions should be ‘top-of-mind’ when phoning, emailing or meeting someone with whom you have not engaged with previously. You will have to be very specific and relevant in your communication to get the attention of a prospect and quickly establish the reasons why they should spend time on the phone with you, or reply to an email or direct message.
Consider this – when your mobile phone rings and you don’t recognise the number, you’re thinking ‘who the hell are you, and why should I answer the call?’ I always answer, because as a business owner, every call could be a potential opportunity.
Conversely, my husband won’t answer a call unless he knows the number, or they are saved in his ‘contacts’. He lets the call go to voicemail and then decides (based on the message) whether it’s worth calling them back. Most of the time, those unknown calls are someone wanting to sell him something, or a charity seeking a donation. If a voicemail is left but fails to articulate what’s “in it for him”, he is not motivated to want to phone back.
Building your personal brand and sharing your expertise to get ‘known’ amongst your ideal customers is the first step in introducing yourself to them. It could be on social media – such as; Facebook, LinkedIn or Instagram, or it could be from having written a book, produced a Podcast, speaking at (virtual) events, webinars or from other networking groups. Once you are “known” or have engaged with your audience at this starting level, the phone call, email or LinkedIn message comes across a lot ‘warmer’ with that prospect, and they start to get a feel for WHO you are.
By googling your name, they can also easily ascertain ‘WHAT’ you are – such as a solicitor, coach, director, salesperson and so on – but the big question in their mind remains – WHY should I care?
Why should I spend 5 or 10 minutes on the phone talking to this person? Why should I bother replying to the email or clicking on a “book a time with me’ link to a calendar? Your prospect is trying to tune in through the white noise and static. They’re looking for their favourite radio station – WIIFM. What’s In It For Me!
There must be “value” in the conversation which earns you the right to continue the interaction. Not just the value that you believe you provide, or the features and benefits that your product or service delivers, but the specific, relevant value that your prospect or customer derives, how you solve their problems, and how they will achieve their desired outcomes when working with you or buying your product.
In recent weeks, in my own experience and that of my network, we are all experiencing a surge in customers and prospects who are willing to have real conversations. Not only to engage with another human being but also to engage in conversations about how they can solve their current problems. What I believe is at play now, is our understanding of empathy and considering our interactions from the customer’s point of view. It seems to have taken a global crisis to drive greater sincerity in sales interactions, and I’m particularly glad we’ve seen this positive trend emerge.
My sales philosophy has always been to ‘put yourself in your customers’ shoes’ and consider how and why your customer should purchase and why they should care about engaging with you. I’m pleased that this is now becoming the ‘norm’ for anyone who sells for a living or a business owner, entrepreneur or professional, who is seeking to grow their business success.