Trois tips pour commencer une conversation avec un prospect

I recently had a telephone conversation with a client about one of his concerns. His main issue was "How to start a conversation with a prospective customer".

Even though sales is more about beliefs and attitudes, we talked about sales techniques for acquiring new customers. This customer is creating a technological solution and shared with me a situation where he tried to approach a prospect and, after making a "cold" visit to his office, was unable to meet with the prospect and therefore left a written note.

I loved this effort, which shows a strong desire to sell, and after reading the handwritten note, we discussed a few adjustments and sales tips that could have made the note more impactful. Similar to those we do when we roll out sales training.

Focus on the problem

We know that the only reasons people buy things are either to get closer to pleasure or to get away from a problem, whether it is a problem they are experiencing today or one that may arise tomorrow. For example, people buy things to get closer to pleasure when they go on holiday, buy a meal at a restaurant, a book, a theatre ticket, etc.

In a B2B context, the aim is, of course, to move away from a problem. Unfortunately, the features and benefits of a technological solution do not sell. It is essential to focus interactions with potential customers on their challenges, especially at the beginning of the process. The problems that this customer was solving were not included in my client's handwritten note and could be added, for example, in the manner described below.

Practical example: A powerful value proposition would be something that contains phrases such as "companies using our services were annoyed by [x, y, z], etc...

The third party is key

When a prospect interacts with a salesperson and hears the words "I", "we", "our", it can put them off. I noticed a few "I", "we", "our", which means that the note could have been perceived as relating to my client rather than their prospect, despite their efforts to visit their prospect's office.

This question of using "I", "we", etc. is actually the subject of a famous article by Dale Carnegie written a few decades ago. How can you avoid this? For me, a magic tool I use is the third party. I don't talk about myself. Instead, I talk about what my prospects tell me, what they say.

Practical example: "Organisations working with Curiosity are bothered by...", "If you spoke to Curiosity's customers, they would say that...", "On this subject, my customers tell me...". It may seem trivial, but for a prospect, hearing that someone else like them has encountered problems is a powerful way to help them identify with the issue.

Develop a relationship of equals

Sales is a conversation in which two professionals must develop a relationship of equals, a trusted advisor relationship. One has a potential problem or vision they want to convey, the other a possible solution. Both parties benefit from interacting, and the sales process consists of effectively determining whether or not it is necessary to proceed to the signing of a contract. Money is simply the mechanism used to compensate one party for the solution provided by the other. Unfortunately, there is sometimes a "master-servant" relationship between a salesperson and a customer or prospect.

To be honest, this message should not be seen as a sales technique. It is more of a fundamental rule. Because if there is no equal relationship, different dynamics come into play. On the prospect's side, when he or she does not respond to follow-up emails. Or on the salespeople's side, when they are too "enthusiastic": "I would love to," etc.

The risk associated with using these words is that the prospect may think, "Here's an enthusiastic salesperson who needs me." This is counterproductive.

Practical example: In the case of the note, one option could have been to end it with a paragraph such as: "I understand that Lyft may not be facing these types of issues. If that is the case, please let me know, and I will understand. Otherwise, if it is worth sharing more details, please let me know when would be a good time."

These are very quick and simple ideas. Can you think of any other ideas?