Your job is to lay out tempting morsels one after the other to get them to take another step forward. You can also think of that as being like peeling back the layers of an onion.
The high level concept here is that people need to take multiple steps to get to know you. Sales people need to relax, and stop trying to go for the close so fast. There is not enough patience in the world. This is all about patience and baby steps. The Internet has drastically shifted power from sellers to buyers. The old way of marketing and selling involved pushing information onto prospects and then working to control their steps along a sales process.
Buyers had limited access to information, which they had to negotiate out of sellers. Now, buyers can do more research on their own before they ever talk to a human at a company if they ever do talk to a human!
Let the prospects do the work for you! The layers enable prospects and vendors to test mutual compatibility with progressive steps of increasing trust and commitment, to minimize the risk and costs of a bad fit to both parties. As a seller, now you can more easily test out how much of a fit the customer is for you, before you commit extra time or resources to them! Committing to a bad-fit customer is an enormous cost, and the right layers can help you avoid those landmines.
Give up trying to control how long someone takes to move forward. This is always priority 1! Aaron says that, in their marketing and prospecting, companies and people do way too much selling. It has a great deal more detail than is covered in this short interview.
The main reason for this is the high cost of salespeople, and as a result, the high cost per lead that is created using this technique. However in certain situations, it does make sense to augment marketing with outbound cold calling. The right situation is likely to have the following characteristics: Marketing is not producing the right kinds of leads, or enough leads. You have a clear set of target customers that are likely to be the biggest, or best suited, customers for your particular product Reasonably high lifetime value of customer that will justify the higher cost per lead.
Many companies expect their sales people to do their own prospecting, which can be thought of as doing their own lead generation.
You are very clear that this is the wrong approach. Tell us why? This creates significant inefficiencies: Lack of Motivation: Experienced sales people hate to prospect, and are usually terrible at it.
Lack of Focus: Even if a salesperson does do some prospecting successfully, as soon as they generate some pipeline, they become too busy to prospect. Any individual that tries to juggle too many responsibilities, will have a much lower ability to get things done.
If your goal is to create predictable, sustainable and scalable growth, you need to implement a sales model that will allow you to grow consistently, meeting the demands of today and tomorrow.
It is for this reason that if your salespeople are also prospecting for new business — they should stop. Basically speaking there are two types of people involved in successful sales. Those who love getting the conversation started and those that love managing the complex process of getting people to make decisions.
Those that are really good at one are not particularly good at the other. I spent the first 10 years of my sales career prospecting and closing. J P , JP was here. Junji Watanabe. Views Total views. Actions Shares. No notes for slide.
Kreuzberger why salespeople shouldn't prospect slides june v2 1. I'm certain your methods will dominate the way sales organizations operate for the next 10 years. Fatal Mistake 3 Making Salespeople Prospect Total views 1, On Slideshare 0. From embeds 0. Number of embeds 2. Downloads This article reviews some of those best practices which provide a recipe for others to make outbound prospecting a repeatable and predictable revenue generator.
The main reason for this is the high cost of salespeople, and as a result, the high cost per lead that is created using this technique.
However in certain situations, it does make sense to augment marketing with outbound cold calling. Not yet a member of Software Business Growth? Register today. Sign up for the newsletter that brings you the industry's latest news, technologies, trends and products.
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