For sales professionals, just booking a meeting with a prospect can feel like a victory. After countless calls and hours of research, you’ve finally scored a sought-after chat with a potential client.
In most cases, the next step is making sure that call is a successful one. But for Laurie Diekman, regional vice president of sales at logistics visibility platform provider project44, the key to this stage of the process is less talking, rather than more.
“Too many salespeople want to talk rather than listen to what is important,” Diekman said. “The customer will give you key areas for success if you just listen.”
Built In Chicago caught up with Diekman to learn more about her approach to prospecting.
When it comes to prospecting, what actions have you found to be critical to success?
Research is the key to success with any sales cycle. Take the appropriate steps to understand your audience and their specific needs. Check out the company website in order to view recent press releases, gauge products and try to understand their supply chain. Utilize LinkedIn Sales Navigator or ZoomInfo to understand your audience’s background, including their work experience and interests, in order to find common ground. Review a recent 10-K report to understand key areas of focus for the company. Look at your personal network to find out if any of your contacts has connections with the company, or knows key contacts or influencers.
What are some strategies you've found to be really effective?
Listening to the prospect is key. Too many salespeople want to talk rather than listen to what is important. The customer will give you key areas for success if you just listen.
Prepare, prepare and prepare some more. Meet with the sales champion prior to the meeting to review the agenda and presentation. You want to make your champion successful, which will help you in the end.
Ask for help. Ask your champion to introduce you to others in the organization. Engage with people to help you work as a team.
Listening to the prospect is key.”
What should salespeople steer clear of while prospecting?
Avoid talking too much and asking weak questions. Consider asking what the prospect wants to get out of the meeting beforehand to avoid wasting their time. Continuously ask why this is important to them and how this problem has affected their job or company. Figure out the need and problem so you are not just focusing on feature functionality.
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