A usual routine in appointment setting involves finding a process your prospect doesn’t do very well and say you have the resources to do it better.
But while problem solving is essential for building up rapport and relevance, it can be misleading in one small way. Just because a prospect doesn’t do one thing right doesn’t mean they’re completely shabby.
It’s like when a doctor diagnoses a patient with a minor bad habit (e.g. a sweet tooth). Now just because a person enjoys cakes and ice cream doesn’t mean they’re a certified diabetic. Saying otherwise is overreacting at its finest. And speaking of which, you can extend this further to companies that have EMR problems. There are so many different kinds, from the mundane to the very hazardous.
That’s why it’s important for your appointment setting process to still be completely thorough. There’s a lot of ground to cover sometimes when you’re engaging a prospect. Don’t think your sales rep is supposed to be the one doing all the hard work of looking in because:
- Prospects with minor problems aren’t qualified – A prospect that has a minor problem hardly sees the urgency to have it fixed. You know what that means? It means “not interested” or at best, you’ll get a “maybe next time.” Qualifying prospects means you need to really look hard into what can seriously create needs from a practice.
- It’s only a flesh wound – If you think sounds a whole lot like flesh wounds, you’re right on target. What’s the most typical attribute of a flesh wound? It’s an injury so trivial, hardly lethal, and hardly enough to keep the action star from fighting. Don’t press prospects who can easily prove how a small habit or two doesn’t result in tragic consequences.
- It makes you look desperate – It’s hard to sound more desperate than someone who’ll look for any reason to say a prospect is in need of your product. Quite frankly it’s both embarrassing and a waste of time.
For a typical B2B prospecting rep, even three breaks aren’t a sign of lacking productivity. It just goes to show that just because a prospect seems to be underperforming doesn’t mean they actually are. You need to check the bigger picture. And rather than give the impression that they’re highly flawed, why not simply suggest how much more work they can do by considering your product? That takes of a lot of pressure and gives them more incentive instead.