It’s hard for a business to survive today. This has caused lot’s of companies to incorporate practically any method of prospecting new business such as constant cold calls, daily eblast, ineffectively designed direct mail, etc..
With a rapid fire of sales genres being applied in attempt to win customers, the buyer is steadily becoming desensitized and blocking most of this crap out. The buyer knows they can just google a service / product if they need to and become annoyed at the unwelcome sales contact. Obviously this leaves a bad taste in their mouth. In the end the buyer will be the one to approach a business should they decide to and only if the business is deemed worthy.
That’s why it’s super important that you have a professional web presence built and are positioned and ready to allow the buyer/searcher to find you first instead of you calling them. With most people starting their search for products or services on the web, they can do the research and check out places before they dive in and make contact. Make sure your website is in good position out there delivering the information the searcher/buyer is looking to find.
When these buyers contact you via website, they already know what you do and how you can help them. By letting the prospect approach you, their perception of you is different. You will be a consultant to them, not a pesky peddler with unwanted goods that were not asked for. That alone gives you a good chance at selling to them and gains you instant respect.
Think of positioning your website vs. prospecting this way; if you needed a doctor, you would research and choose one you felt comfortable with. You probably wouldn’t choose the prospecting doctor who happen to call you at breakfast one week wondering if you had a migrane headache they could help with nor would you choose the prospecting doctor who sent you a flyer in the mail offering a significant new patient discount that expires in two weeks.
What it boils down to is the doctor doesn’t find the patient, the patient find them. This creates the patient confidence to accept the diagnosis and follow recommended orders no matter how inconvenient or painful.
Get competitive and make sure your website is out there and ready to be found when these potential customers start their research. Lastly, make sure your website is delivering information that will help the visitor get started, then want to contact you to learn more. That is website positioning, not prospecting.
