Is prospecting a necessary evil? Something you have to do, like going to the dentist? It’s certainly not as much fun as ordering that first cocktail at the bar after closing a big sale at the end of the day. But assuming the bar was the outer room of the casino, it’s like heading to the roulette table or slot machine and starting to play. Every spin gives you a fresh set of odds that you might be a winner. But there are better times than others.
Eleven Times You Are Better Off Doing Something Else
When prospecting, you want everything possible working in your favor. There are times when this isn’t going to happen. Traditionally we think of prospecting as smiling and dialing. Today, you might be active on LinkedIn. Promoting your business on social media. There are lots of ways to prospect.
1. When the gatekeeper is guarding the phone. Their job is to intercept distractions. You feel you could help the prospect, but they see you in a different category.
Instead: Call business owners when the gatekeep is likely not at their desk—early a.m., after work, on Saturdays. If your call gets through, they will likely be impressed. You work as hard as they do.
2. When no one is paying attention. There are studies about what’s the best time of day to send e-mails. The best days to cold call. Curiously, the CallHippo study recommends Wednesday and Thursdays. The best time to post on social media.
Instead: Optimize your timing. Do some research. These articles should help.
3. When something bad just happened. You had a fight with your spouse moments before. Your manager rejected your vacation plans. The firm announced a new compensation plan. You are in a foul mood.
Instead: That’s the time to do paperwork—something that doesn’t involve interacting with other people.
4. When you are desperate for business. You just need one more big ticket. If I can open this account, I’ll drop the ticket and catch up on the paperwork and payment later. What could possibly go wrong? Desperation might come through in your voice. You might say things to encourage the prospect you might later regret. They might not pay on time.
Instead: Take deep breaths. Call current clients, people with money and assets in their accounts. Think about reasons why this is the ideal time to act, adding something suitable to their portfolio.
5. When it’s almost time for your next activity. You have 15 minutes before your lunch appointment will walk through the door. “I think I’ll just knock out a few calls, leave a few messages.” If someone answers, you will be rushed. You don’t have time to talk.
Instead: Time block. “This is all I will be doing for the next 60 minutes.” What has more value? Twenty calls where you leave messages and get no answer? Or one call with a person who asks you all the right questions? The answer is obvious.
6. When distractions abound. You are working from home. You’ve decided now is the time to catch up on LinkedIn messages. Your spouse is getting the house ready for your socially distanced entertaining tonight. They continually ask for your help because you are “playing around on the computer. That can’t be important.”
Instead: Shut yourself away. Maybe you announce ahead of time you need the next hour to be interruption free. You will be glad to help later.