Stop interrupting and start helping

We led an in-person sales training program a few years back and reached the end of the first day debrief. One rather bold and honest young producer spoke up and said, “I was skeptical coming into this program; however, I really like what you shared today, and I can see it working.”

I thanked her for her frankness and kind words. As I started to call on the next raised hand, she spoke again, “That wasn’t really what I wanted to say. I can see this working once I get it in front of someone. But getting in front of someone is my biggest challenge; prospecting makes me physically ill.”

Selling is a difficult and scary job. And, for most salespeople, prospecting is the hardest part. But it doesn’t have to be.

Getting to the heart of the matter

This confession caught the attention and sympathy of the room. I asked her, “What is it about making that call that you find so scary?” She answered, “They’re busy and don’t want to be interrupted. I’m afraid they’ll get mad.”

I followed with, “Do you believe your clients are better off working with you than if they didn’t?” Her response, “Absolutely!”

I asked, “Do you feel you and your team have ideas, strategies, and solutions that can make other businesses more successful and profitable?” She answered, “Yeah, we definitely do.”

“Do you believe most businesses you call on are struggling with at least one problem you could help them fix?” She confidently said, “No doubt about it.”

My final comment to her was, “I believe you. But I also believe you are cheating every business that you don’t tell about your ability to make them more successful.” She had a light bulb moment.

Your prospecting calls shouldn’t be an interruption offering something they already have; they should be an offer to share valuable business ideas and insights.

The fear is real

We can quantify the fear beyond anecdotal examples. We asked on a LinkedIn poll, “Which of the following do you find the most difficult and terrifying?”

• Making cold calls – 35% • Asking clients for referrals – 6% • Creating educational content – 10% • Facing an empty pipeline – 49%

Think about that! Most producers (51%) fear at least one prospecting activity more than an empty pipeline.

Producers can offer up countless excuses for not prospecting:

• “I have too much service work to do.” • “I have to add notes to the CRM.” • “I have to visit with existing clients.” • “I have vendors to vet.” • “I have to organize my notes.” • “I have to research first.”

Or my favorite: “I REALLY want to prospect more, and I will as soon as I can find/make the time.” I call BS!! Sure, these are all responsibilities of producers, but there is plenty of time left to work on filling the pipeline.

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I understand that prospecting isn’t easy, and it’s more difficult today than ever before. But it’s still the foundation of the sales job producers sign up for.

Now, pick up that phone and offer to help someone.