Good salespeople prepare adequately.
Great salespeople prepare diligently.
The BEST salespeople prepare in terms of the prospect, not themselves.
What does this mean?
It means that you can know, understand, and deliver everything about your company, your products, and your services, but it doesn’t mean squat if it’s not in terms of your prospect.
Prospects are no different from any other human on planet earth……they’re selfish.
They care about their needs, their desires, and their outcomes. However, if you are like most people, you spend the majority of your pre-meeting preparation time fine tuning the benefits of your products and services.
So how can you start preparing for THEM?
1. Make sure you are meeting with the right person.
No amount of preparation in the world can overcome spending all of your time with the wrong person.
How many times have you had a great meeting with a prospect only to find out that they need to run it by someone else? If you are like me, it has probably been too many. You need to find out early and often who makes the decisions and if you can’t meet with that person, you are preparing for the wrong person.
Yes, sometimes a gatekeeper can lead you to the decision maker, but understand that the goal of meeting with a gatekeeper is to set up an appointment with the person who can actually pull the trigger.
2. You must find out the prospect’s buying motives, not yours.
People buy for their reasons, not yours.
What excites your prospect, what frustrates them, what do they find important? This is the information you must find out before ever even thinking about “pitching” your product or services. This happens by asking great power questions that allow the prospect to engage, open up, and share their value.
Most salespeople ask terrible questions and then can’t figure out why they don’t make the sale. Prepare by asking specific questions for each individual prospect that make them pause, reflect, and then answer in terms of you. This is powerful.
3. You must build a digital presence now.
What does this have to do with your preparation? Much more than you think. As much as you should do your homework online to find out everything you can about your prospect (websites, blogs, social media, etc.), they are most likely doing the same thing to you prior to the meeting.
Your digital presence also helps make sure that you are meeting with prospects that share similar ideas, interests, and that value your information. This saves time and helps you sort through endless suspects to find legitimate prospects.
By leveraging digital tools and developing a strong reputation online, you are setting an expectation for your prospect.
The Bottom Line
Every top salesperson understands that preparation is vital for success. The ultra producers understand that preparation must be done in terms of the prospect.
Question: What do you do to prepare for a prospect meeting? You can leave a comment by clicking here.