In an ideal world, reps are equipped to do two things:
- Reduce resistance
- Create receptivity
It’s no secret that people aren’t eager to have conversations with sales reps. It’s also no secret that people are less receptive to sales conversations than ever.
Active resistance and passive unreceptivity are killers. Both have to be overcome if a rep can ever hope for a successful outcome to prospecting.
The first big put-it-in-neon-lights truth is that traditional selling doesn’t work, which means traditional prospecting is off the list.
Prospecting is the hunt. Historically, reps have thought in terms of volume, with copy+paste messaging to get a quick convo. Yes, efficiency and scale matter. But neither is made possible by rinsing and repeating the same message, because that approach ignores the human on the other side of the phone or email.
What are some sales prospecting techniques that make it easy to get an open door?
Glad you asked.
Lead With Their Problem, Not Your Solution
Problems and pain points span everything from a pebble in the shoe to a major business roadblock. People in business experience things like this all of the time. They are highly motivated to address the point of pain.
In the context of prospecting, reps should look for signals that point to a problem or challenge:
- Has there been a tough news story or negative press? There’s probably a kernel of truth that says something meaningful about the company.
- Is the company launching a new product or service line? That’s a rich area to tap into.
- Is the company growing or expanding into new territories? That will be hard.
- Have they recently been involved in a merger or acquisition? Growing pains of a different sort.
Obviously, reps need to find the right pain points to connect the dot to their solution. But the lead line shouldn’t be about the solution. It should be about the pain. Because that’s what the customer cares about. Once they’re well-convinced a rep has some legitimacy and authority, they’ll open the door and the work of prospecting is done.
Prospecting that focuses on offering a solution, without leaning into the nature of the customer’s pain, is a bit cart before the horse. It’s a cold email with a case study. Sure, that’s great, but how will it work for me?
Speaking of which….
Talk About What You Know They Need
Prospecting without research is a dart in the dark. Any success is basically an accident.
Customers and business leaders are more educated than ever. They almost always know the majority of their existing options. They’re rarely talking to a rep about something they’ve never thought of.
What does that mean?
Reps need to not just offer out of the blue solutions, but tune into what a prospect already wants and needs.
That’s the whole big idea of skillful cold outreach and prospecting efforts:
- What’s on their whiteboard?
- What do they care about?
- What are they looking for? (And why?)
- What are their priorities?
These are the questions that turn the light on. Reps who avidly investigate these lines of thought will have loads to talk about with a prospect. They are aligned, which is the surest way to capture someone’s attention. Then they can customize the message and strike a chord.
Break Through the RAS (A Little Brain Dunk)
Maybe this should be “the cold plunge trend idea.” Shock value. A little jolt.
Let us explain. Something we talk about a lot is the reticular activating system (RAS).
There’s this spot at the base of your spinal cord. It contains a bunch of neurons that send signals to the brain. Maybe you can think of it as your spidey sense.
Ultimately, it filters what makes it through to your subconscious versus conscious mind. It’s why we don’t notice little things that don’t matter much, like new throw pillows or our spouse’s haircut (different problem).
The RAS is what reps are up against when it comes to capturing someone’s attention, even for a moment. And the way to break through is to say or do something unexpected.
Think of it like a quick icy splash: it wakes them up.
What kind of comment, phrase, or claim would get a prospect to notice a rep for a minute? To tune in? To pull the monotone of their DM or email up to the consciousness?
Reps should spend some time on this, curating seemingly outlandish (accurate) stats or unique turns of phrase. They can position the opportunity in a way other people may not have thought of. Then they have to deliver it concisely, to get a prospect to turn their heads for a second. A second is all they need.
Want to dive deeper on how to get attention from a prospect? Read this: Prospect Your Way to Selling Success – Step 1: Attention
Sales Prospecting Techniques & Where Influence Begins
“Influence begins with a commitment to meet.” That one comes courtesy of Tom’s book, and it’s true.
Reps need to understand that the biggest receptivity barrier is gaining access, i.e., scoring the meeting.
The right sales prospecting techniques — like the ones listed above — aren’t some kind of secret. They are smart. They’re intuitive. They are Other-Centered™. And they get the job done.
Ready to upskill your reps? We can help with that. Connect with ASLAN to learn more about our sales training programs.
