The Business Source LLC

President and Owner

thebusinesssourcellc.com / john@thebusinesssourcellc.com

Prospecting for new business doesn’t have to be difficult.

 The best salespeople have a system they follow, refine and repeat. The goal of good prospecting is to get the first face-to-face meeting to begin the process of discovery. It’s harder for a buyer to say “no” in person.

      Buyers want solutions without risk. Their careers depend on it.  Consider prospecting as the process of building new relationships with business owners or consumers that could become friends for life.

      Prospecting is a multi-step, repeatable process. Try it, refine it, apply it and do it. Set your sight on the companies that will be able to benefit from your solution. Write down 10-20 businesses that fit your perfect client profile. Prequalify them for interest, time and money. Research them. Research their company and specific industry. Research their competitors and understand that market.

      Once you understand the market, determine who the decision-makers are, including the gatekeeper to the decision-maker and the economic buyer that approves the budget for your contract. 

      Start your relationship-building process. Start with the gatekeeper. Once you’ve confirmed your first point of contact, send a letter of introduction and make a promise to call on a specific date and time and do it. Confirm who the decision-makers are. Explain why you want to meet with them. “To exchange information to see if there might be a fit between our two companies. Best case scenario is we’ll discover that there’s a positive opportunity for our companies to do business together. Least case scenario is that we get to know each other better and I’ll be able to refer and recommend your business going forward.” Suggest that you only want to meet for 15 minutes. “I’ll be respectful of your time.” 

      This is the first step towards building trust. Then start your follow-up sequence. Make the first phone call and introduce yourself. Or stop at the business in person if possible. Ask if they received your letter. Refer to the letter and why you sent it.  Explain why you’re calling. Restate the importance of your interest in your prospect’s company and helping them solve a problem.

      When you connect via phone, be ready to introduce yourself again and explain the purpose of the call. “This is John and I’m following up on the letter I sent you a few days ago. I’m checking to see if you had a chance to look at it.” Share your interest and what you can do for them. Identify and share your competitive advantage. Be prepared to tell “your story.”

      By following these steps you’ll see your number of face-to-face calls increasing with new prospects.

      If you find that you are getting stuck, blocked or unable to break through to first meetings with prospects, email me and we’ll brainstorm additional strategies to help you get that first meeting.

 

JOHN RUSSELL

The idea to provide single source sales solutions for small business owners began two decades ago, when John realized the work he was doing as an advertising consultant for small business was only one dimensional. John now provides a full complement of marketing services clients need. He discovered this just wasn’t possible when only representing one company. It was at that moment that The Business Source LLC began.