“Just sending someone to a webinar from a Facebook ad and then trying to close them on the phone isn’t working the way it did a year ago.”(2:48 – 2:59) – Janet Clark, The Freedom Shift
How to use prospecting to improve your sales.
As a coach or consultant selling a high ticket item, have you noticed that it has become increasingly challenging to sell your program? If so, you’re not alone. The sales process of driving traffic to a webinar through Facebook ads, and then trying to close them on a sales call seems to have run its course. A lot of people have been deceived by savvy marketers who took their money and failed to deliver what they promised. As a result, people are now more skeptical than ever.
“Prospecting is the process of searching for potential clients in order to develop a relationship that results in more business.”(4:05 – 4:15) – Janet Clark, The Freedom Shift
You may be one of the many genuine coaches out there with a track record of helping your clients achieve great results. Unfortunately, because of the deceptive behavior of a few, you still have to overcome the negative image surrounding online marketers. People are losing trust, and you have to find a way to communicate that you’re more interested in their success than getting a sale. Two powerful ways to do that are prospecting and following up. In this article, we’ll focus on the power of prospecting and how it can provide you with a steady stream of people that are ready to buy your product.
What is prospecting?
Prospecting is the process of actively seeking out people in your target audience to develop a relationship with them and to ultimately generate more business. The critical part of the process is building a relationship, so that your prospects get to know, like, and trust you. You’re trying to gain an understanding of their needs and desires so that you can provide solutions that benefit them. With the advent of online marketing, prospecting has become sort of a lost art, but it still works if done correctly.
The difference between prospecting and marketing.
As a coach or consultant looking to grow your business, you need to be aware of the difference between marketing and prospecting, and how they fit into your overall outreach strategy.
Marketing is the process of bringing a single message to many people in your audience. This typically includes your messaging, branding, website, email sequence, etc. Marketing is how your prospects learn about you and your program before they engage with you.
Prospecting is the process of cultivating a one-on-one relationship with potential clients that result in the sales of your service. You can prospect through networking events and conferences. You can also engage with potential customers through social media platforms like LinkedIn. When prospecting, your goal isn’t to close the sale. Your objective is to get to know your prospects, learn about their pain points, and to set up a sales call in the future.
Inbound prospecting vs. outbound prospecting.
Inbound prospecting is when someone sees the content that you’ve put out through ads, webinars, emails, etc., and they reach out to you to have a personalized conversation. Inbound prospecting happens as a result of effective marketing. You still need to build a relationship with your prospect before you can close the prospect.
Outbound prospecting is the process of you, or your sales team, reaching out to potential clients you’ve identified in your target market. You can reach out through email, social media, or even cold calls. Again, the objective during the initial outreach isn’t to close the sale, but to make contact and begin developing a relationship so that your prospects can get to know, like, and trust you.
Most coaches and consultants focus heavily on inbound prospecting, and not enough on outbound. They also focus on learning how to close the sale. However, if you aren’t speaking to the right prospects, it is tough to get the deal no matter how skilled you are at closing. If you learn to find the right candidate through a strategic outbound process, you’ll see that you’re only speaking to people that have a real need for your service, and your close ratio will increase as a result.
How to identify and reach out to your ideal clients through outbound prospecting.
According to Brian Tracy – legendary sales professional and the author of the book The Psychology of Selling – creative prospecting is essential to success as a salesperson. It begins with thorough planning and analysis of who you are trying to reach, and what problems you are solving for them.
You can start by analyzing what the 5-10 most attractive features of your program are, what specific needs of your target customers your product satisfies, and what it is that you excel in that your competitors don’t. Then you need to determine who you’re targeting. You can do that by creating a list of their ideal characteristics like age, education, occupation, income, experience, attitude, and more. Once you’re clear on who your target customer is and how your product can help them, you’re now ready to start reaching out to them.
“The greater clarity you have in identifying your ideal customer, the easier it is going to be for you to find these customers.”(18:25 – 18:34) – Janet Clark, The Freedom Shift
When you do reach out to your prospects through email or social media, remember to keep the conversation focused on them, and to not make it about your product. The first message should be designed to get your prospect’s attention, something that communicates the benefits they can expect without revealing what the product is. Once you master this art of prospecting, you’ll no longer be dependent on referrals and inbound prospects, and the opportunity to grow your business will be limitless.
How to Get Involved
If you’re ready to leverage your time and offer huge transformation to your clients while scaling your business in a big way, Janet can help. Janet has an extensive background in sales, has closed millions of dollars in high ticket programs, and has the expertise needed to move your business forward. Find more about her work with The High Ticket Freedom Shift program on her website.