- Series: Agency/Distributed
- Paperback: 224 pages
- Publisher: AMACOM (September 20, 2016)
- Language: English
- ISBN-10: 0814437761
- ISBN-13: 978-0814437766
- Product Dimensions: 5.9 x 0.5 x 9 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 4.9 out of 5 stars See all reviews (58 customer reviews)
- Amazon Best Sellers Rank: #30,525 in Books (See Top 100 in Books)
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High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results (Agency/Distributed) Paperback – September 20, 2016
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“…sales people maximize the time they spend prospecting in order to fill their pipelines faster and with better opportunities.” --A Sales Guy
"Whether you’re a rookie salesperson…or a grizzled veteran looking to stay sharp, I highly recommend High-Profit Prospecting. I’m a connoisseur of sales books, and this one ranks among the best." --Omaha World-Herald
“A powerful read…cutting-edge best practices for sales prospecting in today's business world.” --Eric Jacobson On Management And Leadership
"As someone who has spent years beating the drum for prospecting, I am glad to see a book that does the practice justice…a must read.” --Sell Better
Buyers are evolving—and so should your prospecting.
As a salesperson, your pipeline is the key to your success. No matter what changes, that remains the same. Top producers prospect—and they do it ALL THE TIME. “But how?” you ask, “In the age of the Internet, isn’t cold-calling dead?”
Now, in his new book, sales expert Mark Hunter shatters costly prospecting myths and eliminates confusion about what works today. Merging new strategies with proven practices, High-Profit Prospecting will help you:
• Find better leads and qualify them quickly
• Trade cold calling for informed calling
• Tailor your timing and message
• Leave a great voicemail
• Craft compelling emails
• Use social media effectively
• Leverage referrals
• Get past gatekeepers and open new doors
• Steer clear of prospecting pitfalls
• Connect with the C-Suite
• And more
The Internet won’t fill your sales funnel—and you can’t rely on the marketing department for leads (not if you want to succeed). High-Profit Prospecting puts the power back where it belongs—in your hands. Follow its formula and start bringing in valuable new business.
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Top Customer Reviews
I am a very big fan of Mark Hunter's writing style. It is practical, hard-hitting and dense. And by dense I mean there is no fluff. If you follow Mark's blog and YouTube channel then you know he makes gratuitous use of lists which I very much like. He is the List-King of Sales. And the great thing about Mark's lists is that they are pure unadulterated content which makes the most of my time which is something I appreciate.
The book is broken down into four parts:
Part I: Basic Truths About Prospecting
Part II: Preparing for Prospecting Success
Part III: Tips, Tools & Techniques
Part IV: The Tough Stuff
True to his style, Mark cuts right to the chase and immediately slaughters what some might consider the sacred cow of social media as a panacea for prospecting. Mark is not anti-social media by any means. He devotes two whole chapters to defining social media prospecting strategy. What he does do (refreshingly well I might add) is level-set exactly what can and can't be accomplished with social media and fits it into the context of all the rest of the tools we have a sales professionals.
Where part one is about the facts and myths of prospecting, part two devotes time in planning and preparing so prospecting is effective. Here we get introduced to a theme that resonates throughout the rest of the book - Targeting the right prospects and then tailoring your approach to those prospects is the most effective approach. The biggest waste of time is prospecting to those who have zero potential to become clients.
This section is excellent and includes a mini-diagnostic workshop of sorts. First we answer Seven Strategic Questions Regarding Your Prospecting Process followed by another Thirty Tactical Questions to Measure Your Effectiveness and Process and then finally seven questions you need to answer before building your prospecting plan. In my opinion if you do nothing more than complete this exercise you will have paid for your investment in the book many times over.
In part three we get into the actual tools and techniques of prospecting. This section is oozing with the tips that Mark is so famous for on his blog and YouTube channel. Some of the areas he touches on include:
Prospecting Time Management
Who You Prospect Will Determine the Price You Get
Targeting Competitor's Customers
Using Industry Associations
Reaching Out to Old Customers
Six Ways to Separate Prospects from Suspects
Why Price Does Not Belong in Prospecting
Best Practices for Making Initial Contact
Tips & Tricks for Getting to Executive Buyers
Exactly How to Use the Internet Before Prospecting
Six Ways to Separate Prospects from Suspects
Three Ways to Get the First Date
Cold Calling vs. Informed Calling
Ten Ways to Get a Phone Number
Customer Engagement Tips
Ten Best Practices for Prospecting with the Telephone
The Pros & Cons of Voicemail
11 Rules for Leaving a Great Voicemail
I'm not even close to covering everything in this section. What we do get that everyone will find valuable, is examples for making initial contact and a handsome list of telephone and voicemail scripts. Mark prefers to keep prospecting calls and voicemails short and I agree. This section extends into a detailed discussion of email with some valuable and opinionated advice on things like: subject lines, crafting messages, frequency and strong list of dos and don'ts. Email strategies and examples are given here as well.
Part three concludes with a detailed discussion of referrals and how to get the most out of social media. Mark provides a simple 4-step process for referral development then transitions into the value and pitfalls of social media. Mark offers strong and valuable advice on how to prevent social media from becoming a time suck and councils against building your marketing platform on "rented property" - by which he means platforms like LinkedIn and Facebook where the contacts and policies are owned by someone other than yourself.
This is where The Sales Hunter offers his strategies for prospecting using social media. He starts with a mini-diagnostic (13 Questions to define your Your Social Media Strategy) then offers three different approaches to prospecting via social media. He counsels against putting too much clout in your number of connections reminding us again that it's the quality of our targets that matters and that "you can't eat connections." I found this section a refreshing level-set from the frequent hype I hear that social media can solve everything. As a LinkedIn power-user I found Mark's advice right on the bubble.
Mark called Part four "The Tough Stuff". By that he means using all of the above techniques in a complex B2B environment where the access and messaging to executives can be more challenging. There is some very valuable stuff here if you are in B2B sales including the 7 types of people you're likely to encounter, how C-level executives think and the best messaging to use when reaching out to them.
Insightful discussion is given on how to call and email C-level executives and how to navigate the various gatekeepers you might encounter. Several approaches are given along with some valuable script examples. Mark warns here that targeting executives can be a longer sales cycle and recommends devoting no more than 10% of your time to this kind of prospecting in ensure your pipeline remains full.
High-Profit Prospecting concludes with Six Things to Remember if You Want to Turn a Prospect Into a Customer not the least of which is "Never forget the most valuable asset you have is your time." I value my reading time and I would offer that my time spent reading High-Profit Prospecting has been time very well spent. If you are in field sales, inside sales or management I feel your time reading High-Profit Prospecting will be time well invested as well.
There is much in this book, however that sets it apart from the others (on sales prospecting) I’ve read. For example, on page 30 (of the paperback edition) Mark Hunter says that one huge mistake that sales teams make, is failing to gather sales and marketing ideas from other industries. This may be missed with a quick reading, but it’s one of the most powerful ideas I’ve seen in a book on the subject of selling.
You see, other industries have proven ways to gather clients and customers. And it’s highly likely you are completely unaware of them. For example, in my business, I have 71 separate ways I get new clients. How many of these came from my core industry? One. Just one. Studying other industries for their strategies is about the most profitable thing you can do in non-selling time.
For example, that new idea on getting customers that you just heard about from a Guru? It’s almost certainly being used very profitably, right now, in a different industry than the one you are in. And on page 32, the author has designed a very good set of thirty tactical questions that will help you measure your prospecting process. I’ve seen a few similar questions on advanced books on marketing, but never in a book on sales prospecting. This is new stuff. Highly instructive.
Page 56 gives the two most profitable sources of highly likely buyers you’ll ever find. I won’t spoil it for you. But I bet you never thought of the second one.
Page 70 has a question to ask a prospect, to see if they are an actual…viable ..qualified prospect…or a suspect. I’ve never seen this before, and am going to use it myself. And on the very next page, Mark talks about price, and why it should never be a part of prospecting . His argument is credible and certainly made sense.
That’s enough. You’re either sold now, or you’re not. Buy the book. May I suggest you get the trade paperback? My first reading involved an awful lot of underlining and notes in the margins. The author obviously knows the craft, and I’ll be looking to see what else he has written.