Building Your Inbound Marketing Consultancy
Prospecting is a Four Letter Word
Building an inbound marketing consulting business is very much like building any other kind of service-oriented business. Building a business, particularly from scratch, requires perspicacity, professionalism, patience, persistence, practice, persuasion, people skills, perception, penetrating insight, and prospecting.
And that’s just for starters!
If you read most of the success-related, self-help books on the market today, they will recite, almost in unison, the litany of success killers, the traits we either have or do not have that lead to an entrepreneur’s undoing.
Interestingly, the number one reason why most people fail, at least as far as the success and self-help “gurus” are concerned is procrastination. Over and over again, until it has attained the status of dogma, we are told that if you can only beat the nasty procrastination habit we will all be masters of our universe and captians of our destiny.
And I say…
Poppycock!
I’d say something else but this is a PG kind of blog and I think Poppycock does it rather nicely.
It is my firm conviction, my belief if you will, that people only procrastinate when they hate doing something. Now, they may hate it because they dread the action, they may dread it because they aren’t crazy about the result, or they may dread it because they simply hate what they are doing in total.
Regardless of what the act or the outcome is, the bottom line should be crystal clear to anyone looking at this whole thing objectively:
A procratinator dislikes, often hates, at least some aspect of what they are doing. In fact, they dread doing it. And, unless you change the underlying fear, because dread and fear are incredibly powerful forces that go hand-in-hand, a procrastinator will continue to procrastinate.
Consequently, they will also continue to fail.
Have you ever heard of anyone dreading a vacation to the Caribbean?
Have you ever heard of anyone dreading payday?
Have you ever heard of anyone dreading winning the lottery?
Have you ever heard of anyone dreading their favorite pastime?
Walk with the dog?
Spend time with the grandkids?
Well OK, maybe you have me on that last one.
But you get the point, right?
And what is the activity most dreaded by salespeople and marketers?
Heck, by business people and virtually anyone who has to “go out and get it!”?
Prospecting!
Why?
Because you have to ask people to do something thay may not want to do. You have to go out and talk to people, people who are resistent to change under the best of circumstances; and, you may be rejected.
And fear of rejection is right up there with fear of failure and they both stifle productivity and lead to procrastination!
Prospecting has linked to it, built into the very core of it, fear of change, fear of rejection, and fear of rejection. Is there any doubt in your mind as to why salespeople procrastinate when it comes to time prospect?
I hate prospecting! Or at least I did!
In fact, I had one of the most coveted marketing jobs in the country. I was making top 5 money. That’s income in the top 5% of all wage earners in the USA. I walked away from it because I hated prospecting and, in particular, the telephone.
Loathed, hated, despised, broke out in hives, got physically ill!
And that was on a good day!
And I wasn’t talking to people who resented my call either. I was talking to warm leads, referrals from other businessmen who were already clients.
It didn’t matter…I hated it!
Why?
Because I put so much pressure on myself to make the sale, to make every sale, that I made myself sick.
Interestingly, looking back at it many years later, there was virtually zero pressure coming from anyone else; the pressure all came from within. But it was enough to completely destroy my ability to do my job effectively.
The ironic part of it?
Once in front of a prospective client I was fine. I had one of the highest closing percetages in the company, ever.
But when it came to the dreaded “P” word…I was a basket case!
I can’t go into all the reasons why, they are beyond the scope of this article, but I can tell you this, my reaction was irrational, it was illogical, and it is felt by hundreds, if thousands of salespeople each and every day across tashe United States and around the world.
We all hate two things:
- Being required to ask people to do something they may not want to do
- Rejection
Now, what if we could get around those two obstacles?
I think most of you reading this, if you are serious about selling and marketing at all, will agree that making a sale, bringing a new client on board in any sales situation, is a kick. It is one of the best feelings in the world, a complete rush!
“Better than sex!” we used to say.
Hey, what did we know…we were young!
But the fear of rejection and the pressure we place on ourselves can be such an impediment to success that it undemines everything else we do or even attempt to do.
Even the result, knowing a big commission or an annual contract worth thousands isn’t enough to offset the dread and the pain associated with prospecting.
Ironically, while the dread and pain are self-inflicted, they are nevertheless real.
Happily, because we have done this to oursleves, we have the capacity to undo it. But it takes shifting our thinking, looking at the entire process with new eyes and a fresh attitude.
Unfortunately, there are far too many sales trainers, prospecting experts, offering the same, rehashed notions that have been around since Christ left Chicago.
Funny thing about sayings, and there are a number of them, is no one can remember how they came to be used, if not accepted.
The same is true of prospecting methods.
Since Christ left Chicago!
Since Christ was a Corporal!
Since Pontius was a Pilate!
Throw enough “spaghetti” against the wall and some of it will stick!
Every no gets you closer to a yes!
And so on and so forth. You get the drift, right?
Plenty of catchy sayings and lots of rah-rah, chant in front of the mirror, manic mantra “stuff,” but not enough real world, nuts and bolts, “How do I overcome this terrible feeling?” advice.
Why?
Because they didn’t and still don’t know how to themselves!
Why?
Mainly, because we were going about it all wrong.
The prospecting process, in fact the entire sales process was and remains fundamentally broken for millions of salespeople doing their very best, day in and day out, to “Go out and get it!”
Just go out and do it!
Buck up and all that old boy!
Pip pip!
“I am the greatest salesman in the world!”
And so on and so forth!
Most of the rehashed “stuff,” another four letter word, has been around a very long time and every few years a new sales training “guru” comes on the scene and tries to sell the rest of us what has never really worked all that well to begin with.
Interestingly, with the emergence of inbound marketing many salespeople and marketers have come to believe that everything can be accomplished at arms length. And, while it is true that more things can be accomplished at a distance, for the majority it is simply not the case.
In fact, there have been several studies, including one concluded just recently, The Digital Report 2010, that suggest that people are more skeptical than ever of information gathered and/or received from online sources.
That means salespeople have an even bigger hurdle to overcome than ever before!
There is a fundamental lack of trust for any information gleaned from the Internet. Consequently, salesmanship, and personal contact, have become more important than ever before. In many instances the sales and marketing infrastructure is directing us one way, and the consumers seem to be demanding something altogether different.
Does that mean that prospecting, and indeed the entire sales process, has to be more difficult?
No!
Significantly, recent findings would suggest that the high pressure prospecting and sales closing methods of the 50s through 90s, and even into our current decade, are not only outmoded, they are counterproductive.
In other words, they just won’t fly anymore.
People are turned off by the old school tactics, and that includes many of the more intrusive outbound marketing practices dating back decades. The consumer is smarter and better educated than ever before and the tricks of yesterday simply fail to convert.
Today, a new sales approach is necessary if we are to be successful, and that goes for inbound marketing or any other field.
The new approach is a laid back, conversational approach!
In the words of Ari Galper, one of the smartest sales trainers to come along in a very long time, it is necessary to:
“Go deep with the client.”
In other words, instead of the shotgun approach to prospecting, a method in which the focus was to talk to 10 people by 10am, now the focus should be to talk to one person from 8am until 10am…or longer.
The idea is to drive deep into the issues and concerns of the prospect, the challenges they are grappling with.
A great word: grappling!
Imagine walking into a business with no expectation of a sale. Now, imagine taking the time to get to know the individual who has their very life blood invested in that business and seeing them as more than a prospect.
Now look at them as more than simply number one in a one out of ten on my way to 10am.
You might actually find out something useful about them. You will build a relationship. And once the relationship is established, trust will follow, and the sale will take care of itself.
Interestingly, when you shift the focus from a sales pitch to a conversation, the stress and the dread disappears…from both sides of the equation.
Remember when I said I used to hate prospecting?
No longer is prospecting about making a sale, it is about building a relationship, getting to know the man or woman you may have as a client for a very long time…getting to know them in a way the old school apporoach never would have allowed for.
The greatest thing about Ari’s approach?
You will never feel the same dread again. You will no longer be out to make a sale…you will be out to begin a conversation.
Once the sale and the sales pitch are removed from the equation, the experience becomes a pleasurable one and one that will ultimately lead to more sales, greater success, and less procrastination and dread.
That is a Win-Win in anyone’s book!
Contact me anytime for more information and see the postscript below for more information about Ari Galper’s Unlock the Game. Ari’s free training alone will change how you approach sales forever.
John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004
PS, Best of luck and please leave your thoughts and feedback below. Don’t forget to subscribe to our newsletter. All subscribers will receive Inbound Marketing A through Z free of charge on September 7, 2010!
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