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wants, the decision process, and his or her ability to pay your fees Ask these questions as early in the process as you can
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Have a Follow-up Plan
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An automatic follow-up system will make it easy for you to follow up in the same way every time Set aside a definite time for contacting and courting a new prospect Unless you set aside time in your calendar, you may have trouble fitting it in Prospect value can dissipate rapidly If you are fully booked, fire off a letter or call the lead to set a specific time to meet
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Every professional should have a marketing database When you obtain a lead, the information should be permanently recorded in your database A prospects should receive regular and personal attention, whereas C prospects can be handled by mail (Handling of B prospects can depend on your load)
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If you cannot follow up the prospect, or if the lead is of little interest to you, give it to someone else in your firm Selling is a team effort Ask your designee to keep you informed as to the progress of the prospect Offer to help when the prospect gets close to closing
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Conclusion
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A pipeline full of good prospects is critical to the steady growth of a firm A full pipeline enables you to be selective and to follow up with the best leads
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ejection isn t really rejection unless you accept it as final! Much research has shown that moving a prospect from contact to contract will take about nine positive marketing interactions with your firm You might think of the first eight attempts as rejections, but they re not The reality is that many of your attempted interactions are missed by your prospects And just because they don t buy now doesn t mean they won t later Ross Perot said it took him 68 sales calls before he made his first sale for EDS in 1962 He built two major companies in the process Colonel Sanders (KFC) didn t sell a franchise until he d talked to over 1,000 restaurants When a prospect doesn t hire you early, he is not rejecting you People have different circumstances and different timetables for making decisions
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You Can Deal With Nonsuccess
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A technique to help you overcome the fear of rejection is: Don t go for the kill on the first call Set the objective for the first interaction at a very low level, maybe just creating awareness If you can then build each successive call into a gradual sales strategy, then your fear of rejection won t stop you Another technique is planning your response to rejection Your contact may have a rational reason for not doing business with you right now Your contact may be having a bad day and her lackluster response is not your fault
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A steady, consistent approach will win out every time The average sale in American commerce is made on the fifth sales call, but the average professional makes only two or three calls Because the buying cycle is long and unpredictable, the average professional services sale may take over a dozen contacts Yet many professionals let their fear of rejection keep them from ever getting started! Professionals are trained to avoid making mistakes However, when you view marketing as a numbers game, the impact of rejection will be less The feeling of rejection you have when someone does not hire you immediately can be depressing However, if you approach the market with the realization that over 90% of your marketing activity will not pay off today, you gain a more realistic perspective
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Remind yourself that marketing that is not successful today can be successful tomorrow Activity will help build a good client relationship Engage in positive self-talk and separate your ego from the sale When you can accept temporary nonsuccess, you will be a stronger professional who can market Last, maintain a healthy balance between positive client interaction and new prospect activity The client relationships will enable you to be confident with prospects
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