How To Break Through The Marketing Noise And Connect With Your Sales Prospects
Prospecting for new business has always been a major issue for sellers, but it has become an even greater issue over the past few years as it has become increasingly difficult to break through the unrelenting marketing noise and make connection. For most of us, finding and connecting with top drawer prospects is demanding more and more time—and often with diminishing returns.
There are several reasons that prospecting today is more time consuming and difficult. Part of the problem is that a great many prospects intentionally put barriers in our way to keep us at bay. In addition we often sabotage ourselves by using only one avenue of approach, be that through cold calling or cold emailing or whatever.
But the real issue is that our prospects are drowning in sales and marketing noise to the point that it is extremely difficult for us to be heard. I wrote previously about what it’s like to sell in a world of 8 second attention spans. Literally from the time they are woken up in the morning by their radio alarm clock until they turn off the TV right before turning out the light to go to sleep, prospects are inundated with messages trying to sell them something—radio, TV, magazine, and newspaper ads, pop-ups all over the Internet, unsolicited sales emails, cold calls throughout the day, billboards, junk mail, elevator pitches by well-meaning sellers, an avalanche of message burying prospects with unrelenting noise.
Is it any wonder we are having an increasingly difficult time getting through?
How do we manage the prospecting function and maintain sanity?