What makes in-person prospecting different from other sales approaches? How can you master the art of face-to-face selling in an increasingly digital world?
In Fanatical Prospecting, sales expert Jeb Blount reveals that meeting prospects in person remains a powerful strategy, especially when targeting high-level executives. His proven framework combines thorough preparation with confident execution to help salespeople succeed in face-to-face interactions.
Keep reading to discover the essential steps for effective in-person prospecting that can transform your sales approach.
How to Prospect In-Person
Although prospecting has become increasingly remote, Blount notes that in-person prospecting remains integral—especially when selling to higher-level executives, whom you’re less likely to get a hold of via other means. We’ll examine Blount’s strategy for executing in-person prospecting, both in preparation and in the moment.
What to Do Before In-Person Prospecting
Before you meet your prospect, Blount highlights three pivotal tasks that you should complete: determine your goal; analyze your prospect; and tailor your approach.
Task #1: Determine Your Goal
Blount writes that before prospecting in person, it’s crucial to decide ahead of time what your goal is since that goal will shape your plan. For example, are you attempting to close a sale with a prospect, or are you merely attempting to build name recognition and gather further information about them for the future?
Task #2: Analyze Your Prospect
Next, Blount points out that you should analyze your prospect before prospecting in person. This process involves collecting any information that could be relevant to you as a salesperson—for instance, their role in the company or any recent developments that could prompt a need for your product.
Task #3: Tailor Your Prospecting Plan
Once you’ve collected information about your prospect, your next task involves using that data to create a plan that’s tailored to them and their needs. Blount notes that this might mean discussing important news about their business when starting the conversation. For example, if you’re planning on meeting someone whose company recently acquired a smaller subsidiary, you might mention that you can imagine how logistically complicated the acquisition was.
| Additional Ways to Prepare for In-Person Prospecting In addition to Blount’s three tasks, sales experts offer myriad additional strategies to ensure you’re well-prepared for in-person prospecting. For example, they recommend that you: Prepare a plan in case you meet gatekeepers, such as secretaries, who might try to prevent you from meeting your prospect. For example, you could ask for the gatekeeper’s advice about which person to speak with—this puts them in a collaborative headspace and might make them likelier to help you. Rehearse the specific benefits that you can offer your prospect ahead of time, rather than focusing on what you want to sell them. For instance, rather than discussing the specs of (say) your new software program, discuss how those specs can increase efficiency. Take time to practice gratitude for the chance to meet with prospects and potentially improve their lives. Recognize that you’re interrupting prospects’ days so that rejection doesn’t catch you off-guard. |
What to Do During In-Person Prospecting
After you’ve established your plan of attack, the next step is to execute it. To do so, Blount recommends these four steps: approach with composure; state your name and intention; have a conversation; and, finally, make your request.
Step #1: Approach With Composure
Blount suggests that to start off on the right foot, you must approach with composure. He contends that, when prospects sense that you’re approaching with enthusiasm and self-assuredness, they’re much more likely to hear you out than if you seem anxious or unconfident. Further, he maintains that this self-assuredness stems from having a well-researched plan, so if you complete his three previous tasks, this step should come naturally.
(Shortform note: For people who lack natural confidence when meeting new prospects, it can be helpful to practice the strategies confident people employ to make a good first impression. For example, confident people often make eye contact when meeting someone new, and they use body language—such as nodding along to show engagement—that conveys warmth and assuredness.)
Step #2: State Your Name and Intention
Next, you should state your name and intention. For example, a salesperson from a fitness equipment company might walk into a local gym, introduce themselves, and then say “I’m from FEC fitness equipment company, and I overheard that you were considering updating your gym equipment. I was hoping to speak to your manager to see whether my company could be the right fit for you.” According to Blount, this direct approach will help you gain credibility and not come across as a desperate salesperson.
(Shortform note: In addition to introducing yourself and your intention, other salespeople clarify that you should also introduce your company to prospects. Specifically, they recommend highlighting the benefits that your company provides—for example, “I work for FEC, a fitness equipment company that provides durable-yet-affordable equipment to local gyms”—so that your prospect immediately knows what could be in it for them.)
Step #3: Have a Conversation
Blount writes that, after you’ve stated your name and purpose, you should have a conversation in which you listen carefully to your prospect, rather than trying to pitch them something. Because people enjoy talking about themselves, your prospect will be more likely to like you if you genuinely listen to their thoughts and needs. Moreover, listening to them will provide you with more information about their company that can help you convert your prospect into a sale down the road.
(Shortform note: Sales experts recommend that, when having a conversation with your prospect, you should ask several clarifying questions to better understand them and their company. For example, you could ask them what their largest hurdles currently are as a company to see whether your product could help them overcome these hurdles. Alternatively, you could ask them about their goals for the coming year to assess whether your product can help them reach these goals.)
Step #4: Make Your Request
Finally, Blount encourages you to end your discussion with your prospect by making the request that aligns with the goal you set earlier. For instance, if you’re trying to increase the prospect’s familiarity with your company, you could ask whether they would have time to meet with you next Monday to talk more in-depth about the products that your company offers. By contrast, if you’re trying to close a sale, this step could involve asking them outright whether they’re interested in purchasing your product. In either case, asking directly gives you the best chance of fulfilling your goal as a salesperson.
(Shortform note: Although making a request is a necessary part of prospecting, many salespeople feel intimidated being so forthright. To assuage these worries, experts recommend reminding yourself that your prospects are aware of your motives—they know that you’re a salesperson whose goal is to sell them something. Thus, you don’t need to worry about blindsiding your prospect with a straightforward request, since they likely already know it’s coming.)
