When you work in sales and it is a major part of your career, you should be very serious about prospecting. It really does not matter how long you have been in the industry or in your career, the prospecting process should not stop.
Here are some rules to help you understand this important priority:
- If you have been in your career for some time and you have an established market share, then you should be prospecting for 2 or 3 hours per day. Half of that time should be devoted to existing contacts whilst the other half should be devoted to new contacts. Do not overlook the requirement to find new people to talk to.
- If you are new to your career and have few contacts of any type, then your prospecting time should take up at least half of your day and in that case over 4 hours. The research required to make that work should occur outside of those hours. Use your prospecting time to make calls and meet new people.
- Make at least 40 to 50 outbound calls per day. You will need a tracking system and database to help you there. Monitor your calls to meeting conversions. Also track your meeting to new business conversions.
- The way to get your ‘head’ into the process of productive prospecting is to understand that you are a ‘specialist’ in your field and that you are calling to see if the person has a need or an interest.
- Understand the best segments of your market and the best clients to keep in contact with. Maximise your efforts in the productive areas and segments of your market.
- If you are new to prospecting, you may require a script to help you get started. After 3 or 4 weeks the process becomes more natural and you will not need scripts to keep you on track and professional in your call connection.
To make all of this work, you will need a good time management process that allows you to do the right things at the right time. Prospecting and cold calling should become a regular daily event in your diary. It has to become a habit.