When I started my sales career, cold calling was the core to success. Not today. In today’s world, your prospects don’t feel a need to see a sales professional like they did 25 years ago – heck, not even like they did 10 years ago. While their thoughts used to be something like “Yeah, let’s schedule some time next week. I need to learn about this new DVR thing”, today they simply do an online search to get all the information they think they need. The only reason a prospect will see you is if you are referred to them as THE expert. How do you become the perceived expert? Well, that’s an entire chapter in selling, but there is one thing you have to do…
Network. You have to become a professional networker in order to become the perceived expert. It’s not only about becoming an expert, but you have to be perceived as the expert – and that’s why networking has replaced cold calling as the core to success for the great ones. Prospecting still delivers adequate results, but the great ones network like pro’s.
Twenty years ago, it was about timing or making sure your prospects had your business card on their desk when a problem arose. Today, your reputation has to precede your introduction. When a problem arises, your prospects need to think: “I’m going to call that guy that Michelle told me about – the one that knows everything about security in the cloud.”
So, if you want to improve your prospecting numbers, get out there and network more.
If you’re interested in how we can help your company improve your networking strategy, please click here.
