The Wrong Prospect

Sometimes in sales, we waste our time calling on the wrong people. How many times do you end up realizing that the guy sitting across from you is just looking for “free” consulting? I used to work for the master of free consulting. He would bring consultants and brain suck them. Once, he even took an idea and turned it into a service, sent out a press release without crediting the source. Proudly wearing the idea on his sleeve, even though he stole it.

How to avoid the guy looking for free consulting?

Every company needs a sales process. It is a defined, step by step process for a prospective engagement that is shared with the prospect. If at any time, it is decided there is no fit, both parties can get out. After all, who wants to waste their time talking to the wrong people. Often, you are helping the prospect say no.

Before the process can be built, the most important part of process is defining, “The ideal Client.”

The ideal client has the characteristics that ensure the mutual success of the service or product provided and their success using it. A sales process should be started by not only evaluating whether a prospect can afford what you do, but whether they have the characteristics of successful clients you currently have.

At Professional Blog Service, we may define the ideal client in this way:

Example:

“We work with clients that understand Internet marketing is now part of their business and requires substantial investment in marketing and programs to achieve their corporate goals of attracting new customers, serving existing customers and out maneuvering their competition.”

Based off that statement, the rest of the conversation and process is to evaluate whether a prospect has those characteristics. Do they really want to walk the talk, or are they just talking the talk?

Based on the complexity of your product or service, you need to then build a sales process if both parties agree that there is room to work together. A sales process can be as simple as 2 steps or as complex as 6 steps depending on the number of people involved in the decision making. It is important to identify who the final say is in the process, understand the key influencers and make sure you have a process to address them.

In the world of blog ghost writing, the sales process can be simple. It usually involves an understanding of what the clients online goals are, a quote for blog writing, then a contract.

Before any of that can be done, you have to define the ideal client.

Paul is the President of Professional Blog Service. PBS works with clients making strategic investments into blogging, social media and search engine optimization.