Setting the first appointment with a new business prospect is not an easy task. Some argue it’s the toughest part of the sales process. Additionally, it’s something veteran sellers struggle with as much as new sellers.
The main reason this is a difficult task is the lack of credibility that salespeople are saddled with. Let’s face it; salespeople are usually met with skepticism and kept at arm’s length by prospects who don’t know or trust them. Building trust and closing the credibility gap from the onset of the sales process is a great way to set more appointments with new business prospects.
Below is a list of eight concepts that world-class sellers have mastered to set themselves apart from the pack to become trusted and valued.
Conduct research and find things that are happening in the prospect’s world—a simple Google search coupled with a visit to the prospect’s business will go a long way.
Demonstrate an understanding and relate to a problem or desired business results the prospect is dealing with based on the findings of business insights research.
Communicate that the ability to solve problems similar to ones faced by a prospect or other businesses in the category or sector by sharing a success story—a great format includes:
Demonstrate how the problem-solving process was followed to develop a solution for the prospect’s desired business results.
Referrals have proven time and time again as a great way to leverage success and earn an introduction that will get a foot in the door with a new prospect.
Write and publish blog posts to communicate thoughts and expertise.
LinkedIn is dominating B2B marketing. Use it to create and feature elements listed in a thought leadership blog post.
Use social media channels to be a thought leader, share success stories, network, and build connections.
Developing a strategy and implementing the tactics listed may seem like a daunting task. A great way to approach this process is to follow the one-bite-at-a-time process. Here’s a summary:
The nice thing about this process is each item will help a seller become trusted and valued and bridge the credibility gap—and set more appointments. The cumulative benefits will be realized along the way and result in more meetings with prospects as well as when the overall strategy and tactics are in place.