The biggest issue most salespeople struggle with is prospecting, which is why I’m pleased to share that sales expert Mark Hunter has just come out with a new book I believe you need to read (even, and perhaps especially, if you’re in marketing).
It’s called High-Profit Prospecting and in it Mark confronts head on the issues we all face, including social media, the telephone and email, and how to use each one effectively.
While I was reading the book, I found myself continuing to call into question many of the notions and “new ideas” that modern sales and marketing gurus tell us do not work anymore. What I found fascinating is how Mark walks through in detail how to take ideas we think no longer work and turn them into strategies that will work.
Yes, you need to buy the book (it’s not just a free e-book or download), but yes, it will make a difference in how you prospect. I already have clients that have read it, adopted it and profited from it.
Earlier this week I asked Mark to talk about the new book, its predecessor, and why his “old school” techniques still work:
You also wrote “High-Profit Selling.” What’s the difference between the two books?
My first book, “High-Profit Selling,” is about how to close the deal without a discount. What I’ve found is too many people struggle with that because they have bad prospects. I wrote “High-Profit Prospecting” to show people how to prospect the customers they want so they don’t have to discount the price to close the deal.
Can we say cold calling is dead?
You can say “cold” calling is dead, but certainly not “calling.” In fact, calling is still one of the most effective prospecting methods. The problem is too many people don’t know how to prospect with the phone.
The Internet gives us the ability to know more than we’ve ever known about whomever we want to reach. In today’s world, there is little reason to ever have to make a “cold” call. This is why I say what works is “informed calling.” You simply have to understand the steps to do it right.
Why would people like successful sales author Jeb Blount be willing to write the foreword to your book?
I’ve been asked that question a lot, and my response is, “Because I’m such a good salesperson!” Jeb was more than willing to write it, as he and I have worked together on multiple projects over the years. We share similar views toward prospecting. And yes, I highly recommend reading his book, “Fanatical Prospecting.”
In this era of social media, does prospecting even work?
Far too many salespeople have allowed themselves to believe prospecting by way of actually “calling people” doesn’t work anymore, and the solution is social media. To me, that’s a mistake! Yes, social media plays a key role in prospecting, but it’s just one of the prospecting sales tools available. The answer to prospecting effectively is being able to use social media not merely as a tool to post content, but as a tool to have one-to-one conversations.
What is the biggest mistake people make when prospecting?
Wow, that’s a loaded question, as unfortunately there are numerous things most people get wrong. What stands out the most is failing to have a plan and following through with it. Too many people make a bunch of calls one day and think that’s all they have to do.
Prospecting requires a plan that equips the lead or prospect to see that your goal is to help them achieve something they didn’t think was possible. Succeeding at this requires numerous touches with multiple messages over a specific period of time. This requires a strategy few people are willing to develop and execute.
How do you want people to read and use your book?
Great question! I want people to more than just read the book. My goal is they read it and, at the same time, assess how they currently prospect and what they need to change.
The book is full of review questions, lists, scripts, talking points and more! The reader can use these to craft a specific prospecting plan on which they can build long-lasting success.
Get your copy of High Profit Prospecting here!
