To gain that critical first meeting with a potential client, you must overcome various obstacles—some of which are more challenging than ever before.
The primary hurdle is the hectic schedule of your contacts. They are not willing to meet with just anyone who cannot assist them in achieving better results immediately. To your contacts, all sales representatives come across as similar, making it difficult for them to differentiate who is truly worth meeting. As a result, they decline meeting requests from everyone, assuming none are worth adding to their already full calendars.
Moreover, even junior employees are often evaluated based on their financial performance. Your contacts feel compelled to collaborate with individuals who can help them enhance their financial metrics. They are not willing to spare even a brief meeting for a salesperson who simply wants to introduce themselves and their services. Potential clients view this as a waste of time that could be better spent on generating revenue or reducing costs.
They have also heard statements like, “I would like to learn more about your business.” To your target audience, this implies that you lack the knowledge necessary to provide assistance. Such propositions are perceived as time-wasters and are promptly turned down.
To secure a slot on your prospects’ calendars, you must present a pitch that offers tangible financial benefits to them.
Do your research.
If you aim to secure initial meetings, you must come across as someone with the business acumen, experience, and innovative ideas that can positively impact your potential client’s business—essentially, a compelling value proposition for your sales pitch.
This necessitates thorough research before making that phone call or drafting that email. You should be aware of the primary issues your prospective client is likely facing or will soon encounter.
Instead of focusing on yourself and your services, your prospecting pitch should be centered on your insights into the underlying causes of your prospects’ challenges and how they can address them, ideally guiding them towards a groundbreaking solution. For instance, “Hi, Mary, this is Anthony with XYZ Inc. My company specializes in addressing issues related to low productivity, high expenses, and employee dissatisfaction. I would like to discuss the three major trends affecting your business and provide some suggestions on improving results while reducing costs. Can we meet for 20 minutes on Thursday? I will share these ideas with you, and even if you do not make a purchase, they will benefit you and your team.”
This pitch does not imply that you will talk about yourself or your company. It does not suggest an attempt to establish a personal connection; instead, it indicates a focus on helping the prospect analyze their business and its challenges. Your goal should be to assist your prospects in addressing their primary obstacles, the same issues you identified during your research.
Target the right contact.
Traditionally, salespeople were advised to start at the highest level within an organization and have the C-level executive introduce them to the team. While this used to be a sound strategy, C-suite executives now prefer consensus on solutions before offering their approval. If the salesperson has not been vetted by their teams, the executives are unlikely to recommend their solution to lower-level employees.
Today, you should focus on a new contact when prospecting: the CEO of the Problem. This individual is responsible for tackling the issues that you can help resolve. Those who fulfill this role are the most receptive to your message because they are struggling to produce results. If you effectively communicate your ability to assist them in your prospecting outreach via calls, voicemails, or emails, they are likely to agree to a meeting.
(It is worth noting that the CEO of the Problem may hold a C-level title. However, in larger companies, it is less likely that your key contacts will hold such high-ranking positions.)
Cultivate your prospects.
The internet has empowered customers with access to a wealth of information that salespeople used to provide, making it even more crucial to offer more than just an introduction to yourself and your company to secure a meeting. On the flip side, the internet also grants sales professionals easy access to vital contacts and various communication channels.
Building rapport with potential clients takes time. Earning respect for the value you bring to the table is not easy. Your prospecting strategy should include newer communication methods, such as LinkedIn, Facebook, and other social platforms, to directly engage with your prospects.
Utilize these modern tools to demonstrate the value you can deliver by showcasing how your ideas can benefit your prospects. Develop a comprehensive plan that involves reaching out multiple times—these “touches” will keep you connected with potential clients by offering valuable insights and ideas. Share white papers, TED Talks, or industry expert speeches; send relevant articles or industry news links. Create a roadmap where you connect on LinkedIn, send informative emails, and follow up with a phone call.
Such a strategy significantly increases your chances of securing a meeting. Who wouldn’t want to meet with someone who can enhance their business?
