As I mentioned a couple of days ago, the number one reason I receive calls is to help security companies find and win new business. Our world of prospecting for new business has changed significantly. I’ve developed three primary reasons for this dynamic, and am sharing each one with you, one at a time over three consecutive days.
Over the last two days, I’ve shared the first two reasons:
- You’re not the primary source of information anymore.
- The old way of prospecting doesn’t work anymore.
Today, we reveal Reason #3 that we no longer prospect…
All the “experts” have told us that prospecting is no longer effective.
“Cold calling is dead.” “You customers are 70% of the way through the sale cycle before they engage sales people.” “No one answers the phone anymore.”
Have you heard these statements in the last five years? You probably have, and it likely hasn’t come from a successful sales person. Nope. These statements are typically spoken by a marketing expert or industry consultant trying to convince executives to use their technology or services to find new business. Successful prospecting has become so rare in the security industry that its created a market for expensive software products that will nurture your leads while you provide value to your current customer base. These companies and marketers look down their noses at anyone who actually gets out there and personally looks for new customers. “You still cold call? Really? Do you still have a flip-phone, too?”
Combine these manipulative messages with the fact that no one likes to prospect, and you’ve got yourself a viable marketplace. It’s kind of like being the messenger that tells the world that exercise and vegetables are bad for you. Whether they have supporting data or not, you’ll win a following.
Don’t listen to these messages. Prospecting is still valid, and it’s absolutely necessary if you’re going to dominate your marketplace… absolutely necessary. Below are a few thoughts on this topic…
- The old way of prospecting doesn’t work anymore, but the new way works significantly better than ever. (I can’t explain the new way in one blog post, but keep reading every week, and you’ll get the idea.)
- The inbound marketing companies are correct: today, most sales people enter a sales opportunity after its about 70% of the way complete. However, that’s not because of today’s buyer – it’s because we don’t prospect correctly. Good prospectors create opportunities. Non-prospectors respond to price requests.
- Your competition is spending all their time managing their current accounts, and not looking for new business. Go take their accounts – they won’t know what to do.
- Today’s best solution is a combination of inbound marketing work, social selling, networking, and prospecting. Not one or the other – all four of these elements.
That’s it. I suggest going back and reading Reasons #1 and #2 from the previous two days, and develop your plan to scheduling appointments with prospective new customers. Your competition isn’t doing it, so prospecting is a huge opportunity for you!
