Many new selling formulas are regularly emerging on the market however the best ones have a lot in common. Today I would like to introduce a new approach proposed by Carol Gebert, Business Development Manager at OncoDesign North America, scientific selling.
Where to start?
The best place to start would be not a list of people but a list of companies. Once you have a list of companies then you can put a lot of research into trying to figure out which ones are pre-qualified. In other words which ones really should be your customers, which ones seem to have ideal issues, ideal problems that fit exactly what you offer at least in theory. If you know your industry it actually doesn’t take that long to do it.
Read everything that you possibly can
The very first time that you get a list of companies you should spend 20 minutes or 30 minutes reading up on everything that you possibly can about them. Next, put some qualifiers into your database. Maybe once every business quarter, then every time you return to consider that company, spend maybe another 5 or 10 minutes to get up to speed on what you already know so you build your knowledge base steadily overtime.
What to do with contacts?
Do the same with the contacts, the very first time you look at a company maybe you spend 10 or 15 minutes of research and trying to figure out the right people with the contact information. Every time you revisit that potential account, maybe spend another 5 to 10 minutes of research into each person. It gets less and less with time.
Pre-qualify the company and buyers
Once you pre-qualify the company then you can move on to identifying the buyers within it as there might be a couple of them. You should also to pre-qualify them.
According to Carol, this allows you to skip over a couple of the steps that you have to get through with the old selling formula. Now you know precisely who your targets are.
Win their attention
Then comes the art of trying to win their attention and that will take a lot of experimentation to get it right. There will be timing issues, so you have to have a lot of different ways of reaching out to that person in a way that they do not block you.
Most of the time you will be ignored but when they respond they will almost certainly be receptive and warm. They will self-qualify and be willing to talk.
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