This week, I saw the newly popular comedy Ted. As ridiculous as the concept of a talking teddy bear sounds, there was something about it that just lured me in. Perhaps it was the comedic dialogue, the starring roles of Marky Mark and Mila Kunis, or the strange concept itself, but whatever it was, I thought it was worth my time and money.
I suppose that is what previews are meant to do. They are meant to garner your interest and make it seem worth your time. Similarly, the role of teleprospecting is much like a preview, the sneak peak to your show, or in this case, your product. So what do you have to do to appeal to your audience that will make them want to commit their time or budget?
- Clearly identify your purpose: It was evident that Ted’s purpose is to make the audience laugh. In teleprospecting, it is just as important to identify your purpose immediately. Be clear about your role and your goals, and clearly explain what your product is meant to do. After all, no one wants to walk into a drama when they are expecting a comedy.
- Highlight the stars: Many people are attracted to a movie simply based on the actors/actresses cast since they provide credibility. As a teleprospector, it is important to do the same because people look for quality. Prospects will respect that your company has 20 years of experience in its field or your product was highlighted in Gartner’s Magic Quadrant. They want the best for their business, so give them reasons to think you’re the best.
- Leave them wanting more: Previews are meant to lure you in. They show the most attractive scenes of a movie and leave you wanting more. Likewise, as a teleprospector, you must give the prospect a reason to choose you, make them feel like you are worth their time and money. Highlight the differentiators, set yourself apart, and give them a reason to want more. Avoid delving into the plot too much or you give them a reason to make a decision right then and there.
Although Ted was a new and different concept, the preview did a great job of appealing to me. Most likely, in teleprospecting, your prospect has never heard of your company, so give them the best sneak peak and make sure they get tickets to the next show.
