Associate Publisher’s viewpoint

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By Tim Lawlor
Associate Publisher, Ottawa Construction News

In one of his latest blog posts, our friend Kevin Dee had a great message that I wanted to share with all of our readers.

How to Get Your Prospect’s Attention

It is a constant challenge for salespeople …

How do you get the attention of your prospects?

• We try cold calling, and get ignored.

• We send emails that don’t get read.

• We get on social media and try to connect with our prospects … and then get their attention, only to be shut down quickly.

What gives?

How are salespeople supposed to do their job if they can’t get the prospects attention?

Here are a few thoughts …

“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” Zig Ziglar

1. Most decision makers are extremely busy, and their time is probably their most important asset. You need to demonstrate that you will not waste their time.

• Get to the point.

• Have a compelling story, but don’t be hokey.

• Make sure you have the right person

• Understand what is important to them.

• Don’t ask them to do your work. (Visit your website, point you at the right person etc.)

2. If a decision maker doesn’t know you then you are already at a huge disadvantage.

• Get referrals whenever possible.

• Get out and meet lots of people, while NOT selling. Get involved in the community, with charities, in clubs, etc.

• Use your network to get introductions and grow that network.

• Use your social media to provide value, NOT to sell. Become known as a thought leader.

• Find ways to meet the people you are targeting, without a sales pitch and hopefully in a nonthreatening environment (industry organizations, networking groups etc.)

3. If you can’t get close to a decision maker, then get close to the people who are close to them.

• Executive assistants are great people to know.

• Receptionists wield a lot of power. If they put in a good word for you it often has influence

• Direct reports or even trusted senior employees might be able to help your cause … IF you build a good rapport with them.

4. The sales profession requires a short, medium and long term strategy. If you are not consistently working on your long term plan, then you will never get ahead.

• Work harder than those around you.

• Network more than those around you.

• Give back more than those around you.

• Take the short term wins, but always be working towards a longer term strategy.

• Build your credibility every day.

“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.” Mary Kay Ash

Kevin Dee is a co-founder and the Chief Executive Officer (CEO) of Eagle, one of Canada’s largest staffing agencies. – See more at: http://www.eagleonline. com/blog/#sthash.5WtW3YnF.dpuf. Tim Lawlor is Ottawa Construction News’ associate publisher. He can be reached at (613) 699-2057 ext 210 or by email at tlawlor@cnrgp.com.

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