11/04/2020

Do You Have a Generic Prospecting Approach?

Presented by: Colleen Stanley

We all recognize that prospects want to feel valued and special. It’s a basic human need. So why do so many sales organizations use a generic, one-size-fits-all approach when reaching out to prospects? 

Because it’s easy, doesn’t take a lot of effort or the salesperson simply doesn’t know the value of customizing their prospecting outreaches.

You’ve probably been the recipient of generic outreaches.

I receive a lot of voicemails, emails, or LinkedIn messages that show the salesperson did not take the time to research my company. They didn’t take the time to craft a value proposition that demonstrates “I get you” and understand your business goals and challenges.

Generic prospecting approaches never have worked. And in a global business environment, an overwhelmed business environment, this vanilla approach really falls flat. Buyers have a lot of choices and choose to work with sellers that demonstrate they’ve done their homework. 

Avoid looking and sounding like a generic, canned, nonrelevant salesperson. Customize your value propositions because value propositions are conversation starters. How you start the conversation determines if the conversation will progress further than one connection.

 A salesperson deploying generic value propositions quickly ends up in the no-response, delete or not-interested bucket.

Apply the EQ skill of delayed gratification. Put in the work and create customized value propositions for:  

• Each buying Influences an organization. A chief financial officer’s pain is different than the pain experienced by the director of human resources.
• The industry. The problems your solution solves for health care prospects must sound different than the value proposition you present to construction prospects. C
• Trigger events. Changes in personnel, legislation, or competitor activity create a great opportunity to show differentiation and expertise.
• Future trends. Your prospect may not have a current pain but is worried about the future. Progressive prospects look to the future and try to figure out ways to stay ahead of the competition and changing market dynamics. Make sure your value proposition addresses that future business problem.
• Existing competitor. A well-crafted value proposition points out gaps in an incumbent’s products and services, without ever mentioning the competition’s name.
• Lines of business. Even existing customers need to be reminded of the problems a new service will solve for them.

Avoid the trap of generic, canned, prospecting messages, and customize your value propositions. Remember, how you start a conversation determines how it will progress.