Putting the pleasure and passion into prospecting

When you hear the words 'cold calling,' prospecting, or business development, what emotions come to your mind? I met a friend for coffee this morning and when the topic came up, she said, "when it comes to prospecting, I do not want to do it. Even if I am following up with contacts that I have known for years." As I listened to her, I realized it was not the first time that I have heard, or experienced resistance to business development myself. The big question is "why do we resist, not like, or choose not to make the calls, send the emails, text messages, or social media direct reach outs to contacts that could become our next client or customer?" I shared a few ideas with her, upon reflecting on my own experience of decades of direct sales, and being a business owner that relies upon clients and making contacts so keep my doors open!

Revitalizing your passion for prospecting and business development can be a transformative journey, both professionally and personally.

These are keys to putting passion and pleasure into your business development activities:

Connection: The thrill of connecting with new prospects and rekindling old relationships is a great way to make the time and day pass quickly. With many of us working remotely today, being at our desks can get boring and lonely. It’s about reigniting yourself to reach out, engage, and build meaningful connections.

Re-engaging relationships from the past: One of the greatest rewards of prospecting is the opportunity to connect with individuals you haven't spoken to in a while. These reconnections can lead to unexpected opportunities, whether it's a new business venture or valuable insights that can only come from diverse perspectives. Reconnecting with past colleagues can also be incredibly rewarding, as these relationships often come with a foundation of trust and shared experiences.

Momentum: Another significant reward is the momentum that prospecting generates. Each interaction, whether successful or not, adds to the momentum that drives your business forward.

Elevated self-confidence: This momentum can lead to increased self-confidence, especially when you tackle tasks you’ve been resisting. When we do what is hard, it becomes easy.

Building courage and resilience: Overcoming resistance not only boosts your confidence but also reinforces your ability to handle challenges, fostering growth and resilience.

However, prospecting is not without its pitfalls. These are the top mistkes to avoid:

Being boring: One common mistake is neglecting to personalize your outreach. Avoid generic messages; instead, tailor your communication to reflect genuine interest in the recipient. Be brief, get to the point!

Inconsistency: Prospecting should be a regular, disciplined activity, not something done sporadically. Consistency builds trust and keeps you top-of-mind with prospects.

Talking prematurely about your products and services: This is why the profession of selling gets a bad rap I believe. When we talk about what we are selling too early, it sends a message to others that we are here to "sell something."

Being self focused: I often start my messages with 'I was thinking of you today,' when I contact someone. It is truthful because when I reach out, I am reflecting on the person, how we met, past memories, etc, or if it is a referral or cold call, I am curious about them.

Forgetting to set goals: Accountability is what we do when no one else is watching. I started a habit years ago where I track my weekly outreach. My goals, appointments, and revenue. It helps me avoid distractions during the week and it always feels amazing on Friday at 5 PM when I have finished the week and hit my prospecting goals.

To avoid these mistakes, develop a structured approach to prospecting. Utilize tools like CRM systems to track interactions and follow-ups, ensuring no opportunity slips through the cracks. I have used an excel spreadsheet and a google sheet early my career for tracking, too. Consider getting a sales coach or accountability partner; I have used both of these at many times in my career. By focusing on building relationships and maintaining a consistent effort, you can put the passion back into prospecting and drive your business development to new heights.