Posts Tagged ‘business development’

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Top (5) Professional Networking Mistakes

Wednesday, January 27th, 2010
Professional networking, especially in a sales setting can often prove unsuccessful when the proper tactics and strategy are not applied properly to ensure measurable success on a consistent basis.

For starters, it is prudent to remember that everywhere you go; whether it be church, the dry cleaners or the dentist can be a networking opportunity so always be prepared.  The most fundamental of all networking principals is to always have your business cards with you.  This is an absolute must!

Show me a salesperson who doesn’t have their business cards with them at all times, and I will show you a failure.

Avoiding these (5) key networking mistakes can be the definitive difference between success and failure.

#1. Monopolizing a person’s time:  Everyone has experienced that annoying person who traps you in a corner and takes over the conversation.  Refrain from monopolizing a person’s time or conversation.  The point of attending networking events is to socialize and mingle.  It doesn’t mean holding onto one person for the entire event.  This is a sure-fire way to instantly turn people off.

#2. Coming across as a pompous know-it-all:  Listening is just as important as promoting your product or service.  Avoid sounding like a know-it-all, and ask other people about what they do.  If appropriate, offer advice.  While it’s important to market yourself effectively, make sure the line between self-promotion and bragging is never compromised.

 #3. Acting passive and not working the room:  The point of a networking event is to meet as many people as you can.  Even though it’s easy to feel comfortable with one group of people or one person in general, make sure to work the room.  Act as if you are the host of the event and want everyone to have a good time. This is a good ice breaker and makes a great first impression.  Don’t be passive and sit on the sidelines waiting for someone to talk to you. Walk around the room and introduce yourself to different groups of people. 

#4. Stop going after one event:  Many salespeople go to a select few networking events, and when they don’t get anything out of them, they stop going altogether.  Networking, whether it be one-on-one or in a group setting must be a consistent effort as part of your business development strategy.  Give it time to work and don’t be so quick to give up so easily!

#5. Not helping others first:  Don’t be a walking sales pitch.  Find out how you can help others as opposed to how they can help you.  By helping others first, and making them the focus in your networking efforts, you will be rewarded by your efforts.

Avoiding these (5) costly mistakes will go a long way to helping you increase your  professional networking effectiveness.

The Sales Advisory Board 
Copyright 2010 / The Sales Advisory Board: http://www.thesalesadvisoryboard.com/

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How To Write An Effective Prospecting Email

Thursday, July 30th, 2009

Last week, a client of ours named Tim asked for some advice on how to write an effective prospecting email.  Tim is an account executive who sells business software applications.  The key to writing an effective prospecting email is to keep it short and to the point.  The goal is to get the attention of the prospect, and then as a result of your email, get them to take action that will eventually lead to making a sale.

1. Create an “attention-grabbing” subject line.

2. Start with a provocative queston to pique their interest and get them thinking.

3. The email should be less than 200 words. 

4.  Limit the email to three main paragraphs.

5.  Keep the paragraphs brief but varying in length so they do not appear too robotic or mechanical.

* The 1st paragraph should focus on a triggering event. For example… “Many hiring managers cannot find good sales talent.”

* The 2nd paragraph should focus on the benefits of your company/product/service as well as how you differentiate yourself from the competition.  For example… “On average we reduce the amount of time it takes to hire someone by 50%.”   Focus on why the prospect would want to work with you over your competition.  In other words, what’s in it for them?  What is the value proposition for the prospect?

* The 3rd paragraph should be a call to action for the prospect.  What do you want them to do after reading your email?  For example… “Contact me directly at 999-999-9999 to discuss how I can help you.”  Or… “If you contact me within 24 hours, I will give you a 10% discount on our recruiting services.”

Create your prospecting email using only three main paragraphs using the formula above, and once again remember to be short and succinct with your messaging.  The objective is to get the prospect’s attention so they read your email.  If it’s too long, they will simply delete it.  Also, keep it conversational and refrain from using any words you wouldn’t use if you were talking face-to-face with the prospect.  The tone should be conversational and non-threatening.

In your “From” address, does it say the name of your company or just your name?  Sometimes the name of your company is a selling point, and the reason this should be taken into consideration is because it is the very first thing a person will see when they discover your email.

Lastly, consider using a p.s. as your final communication.  This can be very effective to enhancing your email, and often the individual reading your email will focus on your p.s. at the very end as they quickly scan the email for relative information in determining its significance.  For example, saying something like… “p.s. I will solve your recruiting problems!” at the end of your email can be most effective because it demonstrates confidence and ability, and since it’s the last thing the prospect will read, it sticks out in their mind whereas normally the last thing they would read in your email is your contact info.

The Sales Advisory Board
Copyright 2009 / The Sales Advisory Board: http://www.thesalesadvisoryboard.com/

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Sending Mailers Is A Waste Of Time!

Wednesday, July 15th, 2009

Don’t waste your time sending mailers!  I’m not talking about emails but rather paper mailers or brochures.  I say this for three reasons:

First, most mailers do not get read by the prospect because the piece of literature you spent all this time creating and changing and refining  rarely reaches its intended audience due to it being intercepted by a receptionist or executive assistant.  Often, it ends up in the garbage before the prospect ever sees it.  In addition, if you are lucky enough to have your piece of literature or mailer reach the prospect, they (the prospect) make a quick decision as to whether or not they are going to read it.  Contrary to popular opinion, the prospect makes their decision on whether or not they are going to read certain mail based on what they see on the envelope or brochure that tells them whether or not to read it.  In other words, prospects look for reasons not to read a piece a mail versus reasons to read a piece of mail.  Keep in mind, the more “salesy” the mailer is or the more information there is about your company, product or service on the mailer or envelope, the more it  gives the prospect a reason not to want to read it.  If you do send a mailer, you better make it short enough that the prospect can read it as it goes from their desk to their hand and then into the trash can.  It needs to be that short and to the point.  Three page mailers simply do not get read so the shorter the better.

The other reason mailers don’t work is because many times salespeople who lack confidence send mailers as a way to give themselves a false sense of confidence or security before calling a prospect for the first time.  Often, salespeople think that if they send a mailer first, they somehow feel better or more confident before making the first phone call to the prospect.  While in theory this make sense to the individual who might lack confidence, reality dictates that if you need to send out a piece of literature to boost your confidence before calling a prospect, selling as a profession is probably not for you, and another career choice may be in your best interest.

Lastly, the rate of return on mailers is about 2% tops.  Therefore, the amount of time you spend creating and sending out mailers would be better served in other endeavors that produce better and more consistent results.  A salesperson should always consider your (ROE) Return-On-Effort as well as your opportunity cost in terms of investing time into activities that produce little results versus spending time in areas that produce greater results.

Email prospecting is a far better use of a salesperson’s time, and I highly recommend it, but sending old fashioned mailers/letters/brochures is a waste of time based on my experience and that of the majority of salespeople I’ve worked with and around over the years.  What worked 20 years ago simply does not work today.

Seek to work smarter not harder!

Tom Mangini / Founder / The Sales Advisory Board
Copyright 2009 / The Sales Advisory Board: http://www.thesalesadvisoryboard.com/

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