0

Hard To Sell To?

Hard To Sell To: "Are {Insert Niche Here} hard to sell to?" is a common question I see; it was repeated again on an expert platform I'm a member of this morning.

The truth is that no industry is "hard to sell to."

hard to sell to wrestling block tackle pain hurt

If you are having trouble selling in a marketplace, an understanding of a key problem that niche has that you can fix is what you're missing.

Instead, odds are you're relying on pushing features of the product/service as most salespeople do. But I'll bet you're not even getting that far.

The problem that kills your prospecting process is more immediate.

Why Salespeople Say "This Industry Is Hard To Sell To"

I have trained many, many salespeople. These include so-called veterans with 20 or more years of experience in sales roles. Turned out they existed on soft referrals, though, and when times got tough and they had to start prospecting by phone, they quickly found themselves in trouble.

Two critical steps must be completed before any discussion with a prospect may be had that leads to a sale.

Your first step is to reach a decision maker.

Your second step is to start a conversation.

Most employed "salespeople" don't know how to do these two things.

If you can't reach a DM or start a conversation with them, what chances do you have of making a sale?

Is it any wonder salespeople say it's "hard to sell to" prospects in this niche?

You're not even getting that far—far enough to have a qualifying conversation!

Hard To Sell To: A Symptom of Larger Issues

I discuss these symptoms of a key problem further in this video:

Many large companies I've worked for didn't even have a consistent sales process, or any sales training materials. This is a rampant problem.

You would think sales organizations would have this all figured out, but the truth is they do not.

Customers don't buy because of features. If you want a better process, we should speak.

>> Jason Kanigan is a sales force developer and conversion expert. To book a call with Jason, click here.<<

1

How Do I Get More Clients?

A very nice and well-meaning web designer just asked in an expert platform I'm a member of...how do I get more clients?

My response:

You have four jobs to do.

1. Attract/identify leads.

2. Qualify those leads.

3. Convert the qualified leads.

and

4. Fulfill the orders.

Do you have a system for each of these?

4. can lead into 1. with referrals.

Prospecting to Answer 'How Do I Get More Clients'

how do I get more clients - landing big fish

You want as pre-qualified a lead as you can get.

Qualifying is filtering. In or Out, doesn't matter which.

Do you know your numbers?

How many qualified leads do you need to know you'll get a project? This is different for every person or business. For me, I need a very small number of qualified leads to make a sale. For you, it might be different.

How many unqualified leads do you need to get one good qualified lead?

Back out into the activities you need to be doing every day. I'll bet (no offense; so are 99.9% of other people) you're sitting there and hoping stuff will come your way. Maybe spending 30 minutes a day looking for new work. Well that is not enough. Needs to be 70% or more of your time spent prospecting! Guaranteed that your prospecting activity, like everyone else's--mine included--is too low.

How Do I Get More Clients By Filling My Funnel?

Fill your funnel.

Unqualified leads >>> Qualified leads >>> Sales.

Work back from the end result.

How much money do you want to make in a month?

How many sales does that mean you need to make?

How many qualified leads does that mean you need?

And how many unqualified leads does that require you to get?

Now you can see how many conversations you need to be having...you can break this down to every week or every day.

In my business, for instance, and remember my numbers will be different--perhaps VERY different--from yours, I need 1 sale a week.

To get that 1 sale, I need 4 qualified leads to ensure I get that sale. Could be 1 in 2 but let's say 1 in 4 to be safe.

Now the funny bit about my business: while conversion for me is easy, finding qualified leads is hard. There are many tire-kickers and broke people who want my help, but are not mentally or financially in the position to afford it. So I need MANY unqualified leads to get one good one!

Again, your business could be different. So let's say I need 20 unqualified leads to get 1 qualified lead.

This means my revenue plan for the month looks like:
20 x 16 = 320 unqualified leads >>> 4 x 4 = 16 qualified leads >>> 4 sales

320 unqualified leads!

If I sit around, hoping passive marketing does the job, will I ever get there?!

No!

I need to plan out my activities based on:

- Video marketing (Youtube)
- Facebook marketing
- Forum marketing
- Prospecting calls

- Referrals (these are great; the way I set it up, 2 referrals virtually guarantee 1 sale; so these 2 referrals take the place of 80(!) unqualified leads, which I can now subtract from my total)
- Talks to audiences
- Webinars

and whatever other efforts of your marketing plan that you decide to run.

Do You Have An Activity Level That Answers How Do I Get More Clients

The point here is: do you have a plan? Until now, I doubt it.

Almost nobody does.

And do you have a high-enough activity level to support your money target?

Most people do not.

Whether they're a corporate salesperson or an independent business owner...they simply don't have a prospecting activity level that supports their money target.

And then they wonder why they didn't succeed. They were beaten before they began, and terrifyingly they had no idea.

>> Jason Kanigan is a business strategist concentrating on sales and conversion. Book a call with Jason to get a personalized prospecting plan. <<

0

Tony Gambone Interviews Jason Kanigan on Cold Calling

Tony Gambone Interviews Jason Kanigan on effective cold callingTony Gambone Interviews Jason Kanigan on the Tough Talk Radio show in this 25-minute discussion on why cold calling is almost always ineffective.

Jason shares the reason why: phone prospecting is frequently executed in a clumsy way and with the wrong purpose.

He then goes into changes you can make to turn your phone prospecting results around.

What's Wrong With Cold Calling, Explained As Tony Gambone Interviews Jason Kanigan

When you call someone who has never heard of you, and the first thing you do is try to sell them something, it's the equivalent of going on a blind date and immediately after meeting ask, "So, do you want to get married and have a family?"

Sounds outrageous, doesn't it. Yet this is what most people believe cold calling is.

Jason Kanigan is on a mission to transform 100,000 people from being perceived by the public as slimy tricksters who will say anything to get an order into trusted advisors who are well rewarded for their expertise.

A perception problem does exist between the public and salespeople! This problem has been created and perpetuated by bad salespeople. But the public has typically not encountered a true professional B2B salesperson, whose purpose is not to push a product or a service but to find out how best they can serve the prospect. And that service may be concluding, "Sorry, we're not a fit."

The idea of a salesperson NOT doing their utmost to force a prospect to buy is incredible, isn't it?

This perception is at the root of why cold calling doesn't work when attempted by untrained individuals with the wrong purpose.

Tony Gambone Interviews Jason Kanigan On How Cold Calling Can Be Effective

In the interview Jason points out how strange it is that we can slap a nametag on anyone, call them a salesperson and shove them out into the showroom to talk to potential customers. We would not do this in any other profession! Can you imagine saying, "You're a nurse now," to someone, and sending them out without any training to deal with medical problems? Or an accountant? An engineer? Yet it seems OK to do this with salespeople for some reason.

Why we would expect someone to be competent at phone prospecting without any training, with this perspective, is hard to understand. The truth is cold calling needs to have a different purpose than immediate selling to be successful. This is discussed in detail as Tony Gambone interviews Jason Kanigan. To work well, a cold call needs to reach the decision maker, and then start the conversation in an effective way so that there IS a "rest of the call". The purpose must be Filtering. Qualifying. Looking for Fit (or lack thereof, and that's OK). Qualify First, Sell Later.

Click here to listen in as Tony Gambone interviews Jason Kanigan, starting at 35:00.