When I first met Terri--whose full name I can't use since she's an active client--she had been a sales rep for a number of years already. She had steadily increased her sales by about 10-15 percent each year. Her numbers were modest but consistent.
With annual sales of $8.3 million, she was one of the top five reps in her company--but she knew she had a ton of potential to increase her commissions. The problem? She wasn't sure how to get in front of the very best prospects in her industry.
When I introduced her to my fool-proof way to increase sales, everything changed. She jumped up to $17.9 million in sales in just one year. That's a 215 percent increase, for those of you doing the math at home. Her earnings doubled, and she solidified her ranking as the top salesperson in her company.
The secret to her success? She learned how to create and follow a prospecting campaign.
Check out these seven simple steps to implement this same "can't fail" strategy:
1. Identify ten ideal prospects.
First, you need to identify your ideal prospects. Don't just list target companies. Instead, identify specific people with the budget and power to invest in your solution. Make a list of those key people you'll target throughout your campaign.
2. Map out your entire process.
It's time to move beyond haphazard prospecting and cold calls--those "strategies" simply don't work with the most valuable prospects. Map out your entire strategy for exactly when and how you'll reach your prospects before you even attempt making contact.
3. Focus on making seven unique prospect touches.
Brainstorm a list of seven different ways you can "touch" each prospect. Think outside the box here--sales calls and prospecting emails don't count. In order to get on the radar of a busy and important leader of an organization, you need to come up with ways to present something of real value in every touch.
4. Send packages and letters to each prospect.
If you want to stand out from salespeople who are constantly calling and emailing your prospect, you need to include packages and letters in your campaign. Try sending special reports, case study letters, samples, handwritten notes, and invites to special events. Remember--every single thing you send should provide value to your prospect.
5. Use FedEx.
I know this sounds like a plug or ad, but FedEx doesn't pay me a dime to say this. I only include this because I've found that no one--not even the CEO of a massive corporation--can resist opening a FedEx package. They're simply too curious. This is the best way to ensure your recipient actually sees what you're sending them, and this tactic will help you sell to massive companies.
6. Follow up on each touch with a planned mix of calls or emails.
Again, there aren't any cold calls in a strategic prospecting campaign. Instead, every call and email should always be a follow up to a valuable package. This method ensures prospects will know who you are, so they'll be much more likely to listen to what you have to say and respond.
7. Don't give up.
Rinse. Wash. Repeat. While some prospects will be responsive right away, others won't--but don't just give up on those who don't respond. Keep at them. If you never get a single response, find another valuable contact at that same organization and add them to your list. Persistent touches in line with your organized prospecting campaign really are the only fool-proof plan for getting in front of those "big fish" in your industry.
How will you implement this approach with valuable prospects in your own industry? Share your plans in the comments below.