It’s where the sale begins – getting access to the decision maker; and that’s also where the sale is most difficult. That’s right; the most difficult part is not the close. If you’ve done your job in early parts of the sale, the close should be straightforward.
When you’re trying to get that first meeting, you haven’t had the opportunity to create a relationship or desire. You’re just trying to get in the door. So what can you do to increase the odds of getting that first meeting?
First, make sure that you have a match between what you offer and what the prospect needs. If that isn’t there, why do you even want to get the meeting? You won’t get the sale.
Second, do some homework to set yourself up for success. If this is a client that will be a long-term partner or significant sale, you’ll want to know what makes him tick. There are plenty of sources from LinkedIn to news articles to his company’s website.
Third, craft an email based on what you’ve learned – or prepare what you’ll say on the phone so you’ll come off as credible and knowledgeable – and that he’ll know you have his interests in mind.
Finally, be prepared to make it convenient for him to meet with you. Have multiple times (or dates) ready to offer for your meeting. Depending on what type of activities, you should also have multiple places. Make those times and places convenient for your prospect. And while you don’t want to force the prospect into an inconvenient time for him, make sure you hone the times and places to also be convenient (or at least reasonable) for you. If he has win-win in mind, he’ll be cognizant of your needs as long as you make his needs your priority.
Posted by David Radin
Leadership & Sales Productive Coach