How Should an Owner-Managed Business Approach Prospects?
Owner-managed businesses don't necessarily need complicated prospecting systems. They need a message that gives the prospect a reason to pay attention.
That often means resisting the temptation to start by telling people how good your business is.
Your prospect wasn't waiting for your message
You know why your product or service is useful. The prospect doesn't necessarily care yet. They may be sceptical, busy, disappointed by previous suppliers or simply tired of hearing similar claims.
Those negative thoughts aren't an inconvenience to work around. They can be the starting point of the message.
Imagine you're the prospect
Before approaching someone, ask what they might say if your sales message arrived while you weren't in the room to defend it.
“It's probably expensive.”
“We're happy with what we've got.”
“This sounds like every other company in your industry.”
One of those thoughts may be far more important than the list of benefits you've prepared.
Use the advantage of being owner-managed
As the owner, you can usually speak more plainly than a large company's marketing department. You don't have to pretend every aspect of buying from you is wonderful.
You can acknowledge what customers dislike, worry about or don't believe — and then explain what you do about it.
So don't begin prospecting by asking, “What positive things can I tell them?”
Begin with: “What negative conversation are they already having about businesses like mine?”
Join that conversation first. Then tell them why the positive part of your offer deserves to be heard.