PPB May 2016

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are surprised by a quick decision
to order, be ready for it. Always
be prepared to answer every
question that may come up: vari-
ous order sizes and costs, techni-
cal adoption, size, weight, ship-
ping, global compliance, etc.
Never suggest a second or fol-
low-up call just so you can check
with a colleague on the basics. If
in fact your prospect asks an
unusual question, they’ll know
that and expect you to confer
with a colleague. But they will
only be patient if you were pre-
pared and knowledgeable about
everything else.
6 Follow up. Follow up.
Follow up. If the call
goes well, get back to
your prospect sooner, not later.
I’m amazed at how many sales-
people don’t follow up in a
timely manner or at all, even
when I’ve demonstrated a clear
interest in purchasing. That sig-
nificantly diminishes the trust
factor. If a salesperson isn’t
responsive, it is a negative
touchpoint that leaves a bad
impression and makes the
organization appear unreliable.
A solid marketing strategy
focuses on targeting and person-
alization, instead of taking a
one-size-fits-all approach, so it
can capture the strongest leads.
If you only take away one thing
from this article, internalize the
need to educate yourself, so you
don’t generalize the needs of all
of your prospects. I understand
you have a lot of leads to call
and experience a high level of
rejection, but taking a few min-
utes to do your homework
before each and every call can
be the difference between a yes
and a no. If you approach every
call to prospects with a real seri-
ousness of purpose, then many
more will likely result in valu-
able opportunities and your sales
will soar.
SALES
48 • PPB • MAY 2016 GROW
• 844-251-8544 (toll free)
Joby Moore is vice president of marketing at FRONTLINE Selling . She has
more than 20 years of experience, specializing in digital marketing, SEO, advanced analytics and web opti-
mization and can be reached at .