Issue 11: Puzzled Edition

Are you putting together a prospecting puzzle without looking at the picture on the box cover?

I sometimes wonder in telesales (and all sales as a matter of fact); why salespeople think outbound dials will increase their success when they haven't figured out what they are looking for....

Not to mention
what it looks like when we
get the perfect prospect
on the phone.

Instead of smiling and dialing, first figure out what it is you are actually selling.

Can you articulate what your puzzle piece looks like?

Whenever salespeople talk about features (what it is) and advantages (why it's good) of their product they are forgetting that the prospect ONLY cares about what it does for THEM.

To have a prospect actually hear what you are talking about, you need to define how your piece of the puzzle helps them to complete the picture on their box cover.

Need a process?

List all your products features & benefits on a piece of paper. Now translate that information into "what problem does this help solve?"

When someone uses your product:

• what bad things decrease?

• what good things increase?

• are there things that are easier with your product than without?

When you are articulating your puzzle piece with prospects ONLY use language that talks about solving a problem.

Prospects don't care what it does, only what it does for THEM.

Now that you know what your piece looks like - STOP trying to make it fit where it doesn't belong.

You will earn more credibility and business by saying "you know what, I'm not the best fit for you on this" than you will by trying to force the wrong piece into an empty spot in their puzzle.

Remember; if your piece doesn't fit, even if you are looking at the picture on the front of the box with your prospect - they aren't going to become your customer!

What picture are you the missing piece for?

This is where you need to figure out what your ideal customer looks like, sounds like, feels like.

Take a look at the problems your product or service solves:

1. who has those problems?

2. of that group who has the money to spend on solving them?

When you are calling, how will you know when you've found someone who meets those criteria?

UpYourTeleSales.com suggests creating a list of open ended questions that encourages the prospect to talk about their environment and the problems they face.

Safety Tip: people don't want to talk about their problems with a stranger - so these questions aren't your opening, rather happen later in the conversation.

A few ways to start the question could be:

• Most of my customers...

• Lately people have been telling me...

• The industry seems to...

and make sure you draft the question to allow them to tell you their story.

Once you ask a question - the most important part is to listen to them describing their cover picture and what pieces are missing to finish the puzzle.

Also listen for where are they in the puzzle solving process?

• have they taken off the cellophane wrapper

• are the pieces dumped out of the box, but still all in a pile

• have they sorted through and turned over all the pieces

• are the edges separated out

• have they identified something is missing

• is it your piece

The Perfect Puzzle Solution

When there is just one piece left to complete the prospect's picture

and yours fits

that is where the
relationship,
solution,
and money
start.

Stop wasting your time with prospects who don't need your puzzle piece.

It will give you more time to find and build relationships with people who:

• buy what you sell

• need what you do