8/20/2021 Appealing to Prospects

Appealing to Prospects

Anticipate Questions

Before you engage with prospects, try to anticipate questions they'll have – whether or not they
voice them. Put yourself in their shoes and answer some of these questions:
Why are you contacting me instead of someone else in the company?
Why should I take time out of my busy schedule to talk with you?
What experience do you have with my business?
What do you know about what other companies are doing?
Do you understand the trends in my industry?
Can you offer me any insight that I may not have or that I should have?
What makes you different?

Demonstrate Awareness of Customer Issues

To capture a prospect's interest, lead with their issues. Types of issues to be familiar with
include:
Customer issues: Just as you are concerned with the issues of your customers, your prospects are
equally concerned about their customers.
Financial issues: The financial health of every company is continually scrutinized and the source of
many business issues.
Talent issues: When a company's workforce is not motivated, skilled, or performing, there are bound
to be troublesome issues.
Work process issues: How efficiently work gets done is a measurable concern for many business
leaders.
Competitive issues: Customers need to differentiate themselves from the competition. Solutions to
competitive issues can help put companies in a favorable competitive position.
Growth and change issues: Whether growth and change is too fast or too slow, it's an issue faced
by many businesses. Solutions to stimulate growth and deal with change will get a prospect's
attention.

Assess Yourself

If you get a negative response from a prospect, follow these guidelines to get yourself back on
track:
Figure out what you need to do differently.
Get feedback from colleagues.
Learn from it and persevere.

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8/20/2021 Appealing to Prospects

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