Executive Suite: Face-to-Face Prospecting

Business-to-business selling is still an in-your-face business.  Don’t tell me we have moved to the phone and the Internet.  I know that.  But that is because the buyers are making it difficult to see them in person, not because they are the ideal modalities through which to sell.  If one salesperson sees a prospect in the person and the other one talks with her on the phone, you know which one has the edge. 

In prospecting you have one goal: To see good prospects as quickly as possible. 

WALK-INS

One way to get fresh leads is to use walk-ins.  Whenever you are in a fertile business area, get out of your car, and simply walk into offices to:   

(a) determine who the real Decision-maker is;

(b) qualify the company as a prospect;          

(c)  see the Decision-maker, or move toward making an appointment with her, and

(d)  bond with the receptionist (should you encounter one).

Enter a building, look at the register, if available, to determine what businesses to stop in on or just ask someone in a relaxed fashion. 

Buildings are commonly secured such that you cannot wander into offices, so it is critical for you to stop in at any available office when you already on one of that building’s floors.  Start at the top floor of the building and work your down.  Why?  Should you run into “solicitor” problems you are moving down and heading out of the building. 

Body Language

Carry no briefcase or any other obvious selling signs.  Be relaxed and pleasant, with loose shoulders, an informal posture.  Try to appear friendly and as if you are lost.  Gatekeepers, especially, like to direct people.  If you don’t act like a solicitor, you will likely get instant help.  

What to Say

Maximally relaxed, say:

SAY, I HAVE BEEN BY HERE ANY NUMBER OF TIMES AND I’VE ALWAYS WONDERED ABOUT WHAT YOU DO HERE AT BIG-TIME, INC.? 

Your goal is to qualify the business, Ask if they have any promotional material handy.  You see where this is going.  You are just curious in a harmless way. 

A company’s promotional materials will help qualify it for you.  See if you can push a little further with other qualifying questions.    

Gatekeepers are often they are underpaid, under-appreciated, and hence, not all that loyal to the company for which they work.  If they like you or are bored, you can really roll on.  Never hurry them.  If the phone rings, no problem, you can wait.  The more relaxed you are the more comfortable they will become. 

Now introduce yourself. 

. 

HI, I'M AB FROM ACME.  BY THE WAY, COULD YOU TELL ME WHO IS IN CHARGE OF [buying whatever print product or service you are selling]?

Stay off “buy."  This is key.  In business sales you want start high, with a real decision-maker. If you ask for the "buyer," you may be heading straight for Elmer P. Fudd, Assistant Buyer, the guy with the rubber shoes whose job it is to save his church-mouse salary on everything he purchases. 

If that Gatekeeper is comfortable and talkative, ask about her about the Decision-Maker.  What kind of temperament does this dear soul have?  A friendly receptionist will often tell you. 

Push on with: 

IS IT NECESSARY TO HAVE AN APPOINTMENT WITH MS. DECISION-MAKER OR COULD I STOP IN NOW, JUST TO SAY HELLO?

Get in RIGHT NOW, if you can.  This minute.  You may only get in to say a quick hello and set a future appointment.  But take the opening.  Remember, absolutely nothing happens until you see the Decision-maker.  Seize the moment. 

Befriend the Gatekeeper.  Find out her name, talk about the pictures she has on her desk, and remark about anything unique, from her nail polish to the book she has on her desk.  Note your observations, because she may well come in handy very soon.  She has the combination to the gate and the power to get you to the right person. 

If the Decision-Maker is elusive, that Gatekeeper can be a real asset.  If you consult your notes, you can instantly reconnect with her and have her on your side—telling you when to call, or setting an appointment.  There are few better friends than Gatekeepers. 

Face-to-face prospecting puts you in the arena in which you will be selling.  You get a feel for the pulse--the “vibe”--of the place, and some highly important information that convert to dollars.

Get expert problem-solving inexpensively.  Ask Dr. David about his special online and phone consulting.  He has been solving printing problems for over 25 years.  He can help you with yours. Reach him at 702-354-7000 or  [email protected].