Before you reach out to a prospect, do you take the time to research the company to determine their likelihood of buying? Not every prospect in your target market is a good one. Go after quality, not quantity. It’s crucial that you research the company and acquire as much information as possible about their decision makers, finances, and current efficiency situation. Then ask yourself the following four questions:
- Do they really have a need?
- Do they have a desire?
- Do they have the means?
- Do they have the authority?
If the answer to any of these questions is “no,” then you need to figure out if you could change them to “yes.” Some of these objections could be filled in, like spackling a wall with a dent in it. If they don’t have the means to purchase, you could certainly fill that in by bringing finance to the table. If they don't have the authority, you could help them soft circle approval of all the people to whom the authority is going to turn to ask, “Should we do this project?” If they don’t have the desire, you could manufacture the desire. If they didn’t originally have a need for change, by the time you’ve planted the seed of desire and helped them to understand the significant benefits of making the change, they’ll realize the need.
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