Earlier this week, I posted Part 1, where I discussed the dangers of “throwing up on your prospect.” In Part 2, I’ll share four tips to help you not only set more appointments but also begin the trust-building process with your prospects.
1. Share Market Insights, Not Your Pitch
Instead of starting with who you are and what you offer, focus on what you’re hearing from other business owners in the market. Here’s how that could sound:
“Mr. Prospect, I’m not sure if you’re experiencing the same challenges as many of my clients, but I’m hearing three major concerns: shrinking margins, increased overseas competition, and reduced lead times.”
By saying “I’m not sure if you’re like most of my clients,” you show humility and make it clear you’re not assuming the prospect’s needs. Many salespeople often say, “I know I can help,” but that can raise skepticism if they don’t yet understand the prospect’s specific challenges. You’re positioning yourself as someone who has done the homework and is genuinely interested in their situation, which builds trust.
2. Ask for Permission to Share a Relevant Example
Asking for permission is a powerful trust-building tool. It’s respectful of the prospect’s time and allows them to engage on their terms. A simple example might be:
“Do you have a minute for me to share an example of how I helped a local company solve these challenges?”
By asking, you’re inviting the prospect into the conversation. If they say no, ask when you can follow up. If they say yes, you’ve set the stage for a more meaningful interaction.
3. Share Detailed Success Stories
Now it’s time to demonstrate how you’ve helped others. A great example might sound like this:
“I worked with a client whose margins were shrinking due to demands for year-over-year cost reductions. They were facing increased pressure from overseas competitors and were struggling with long lead times. We helped them by implementing a five-step lean manufacturing process, which reduced setup times by 50%, saved over $45,000 in tool costs, and improved on-time delivery to 98%. Most importantly, this led to a significant boost in employee morale and overall efficiency, all of which contributed to a stronger bottom line.”
This example shows you understand the challenges your prospects may be facing. The specifics — like reducing setup time and tool savings — paint a clear picture of the tangible benefits your solution can offer. When prospects hear their struggles reflected in your story, trust starts to build.
4. Close With a Simple Request for an Appointment
Resist the urge to dive into selling your product or service. Instead, focus on setting a time to learn more about the prospect’s unique situation. Here’s an example:
“Mr. Prospect, my name is John Doe with ABC, Inc. While I don’t know enough about your company yet, I’d welcome the opportunity to meet and learn more about each other. Would you be available to meet for an hour next week?”
Notice that I introduce myself and my company only after emphasizing that I don’t yet know their needs. This approach prevents the prospect from shutting down early, assuming they don’t need anything. By focusing on mutual learning rather than a hard pitch, you set a foundation for a more open and productive conversation.
By following these four steps, you can open the door to new opportunities and establish trust early in the sales process by focusing on the prospect’s needs rather than pushing your products and services.
