Rocket Fuel -Want to increase your success booking appointments?
Today's Rocket Fuel is an idea from my book titled TOP Seller sold on Amazon to help you increase your chances of booking an appointment with your latest, greatest prospect.
Too often, when we reach out to a new prospect to schedule a meeting, we fail to consider things from their perspective. We focus solely on our own goal of getting an appointment and jump right into our approach.
Instead, let's try to put ourselves in our prospect's shoes. When a prospect receives a meeting request, they subconsciously weigh the risks of committing their time against the potential benefits. If the risks outweigh the gains, they are more likely to decline the meeting. It's as simple as that.
Let's start by examining the risks. One risk could be an initial meeting that takes up too much time without a defined timeframe. Another risk might involve choosing a meeting location where the prospect feels trapped and unable to exit politely. Lastly, prospects may fear being subjected to a high-pressure sales approach.
On the other hand, let's consider the gains. The potential gains for the prospect include learning about a new offer that could address their needs, wants, or problems.
Based on these considerations, our approach should aim to minimize the risks for the prospect while maximizing the potential gains. So, how do we achieve that?
To minimize risks, we can start by requesting a short meeting of around 20 minutes with a definite timeframe. Additionally, we can suggest meeting locations that work well for the prospect, such as a video call or a nearby coffee shop or restaurant.
To maximize the gains, we need to provide key information about our company, product, or service for the prospect to consider. Moreover, we should devote the majority of the meeting time to learning about their business, challenges, and opportunities. Here are some messages you might want to convey:
"I am not interested in wasting your time or mine." This message tells your prospect that you value your time and theirs.
"At the end of our meeting, we can both decide if it would be worthwhile to meet again." This message assures them that there is an escape clause if they feel the meeting isn't beneficial. It also shows that you are selective in whom you choose to work with.
"I realize you may be content with your current supplier, and I am not suggesting you should change. The purpose of the meeting is for you to learn more about our business, and for me to learn about yours." This message indicates that you won't pressure them to switch suppliers and demonstrates professionalism and responsibility.
"At this point, all I want to do is introduce myself and gain some insight into your business." This message conveys that the meeting is casual and not a major commitment.
"I understand your reluctance, but I would truly appreciate the opportunity to meet you and introduce myself. How about I make three promises? First, I will keep the meeting to 30 minutes. Second, I won't try to sell you anything. And third, it will be entirely up to you to decide if you want to proceed after our initial meeting. Can we arrange an introduction sometime next week on that basis?"
So, the next time you reach out to that promising referral, remember to "minimize the risks and maximize the gains." Doing so will make you one step closer to turning that prospect into a client!
Written by Brian Kjenner
If you found this blog valuable, you should invest in my book, TOP Seller, at Amazon.com https://www.amazon.com/dp/0968818935.
I would appreciate it if you would spread the joy and share the blog with the people in your circles on LinkedIn or Facebook.
If you would like to access all my Rocket Fuels, check out www.theoryofplenty.com.