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4 Things You Need To Know About Your Prospects to Build Stronger Relationships

2 min read
April 29, 2014

Helping your prospects and clients is the essence of great sales. To help them, you’ve got to understand their actions and needs.

Here are four things you need to know about your prospects if you want to provide value:

1. They Have a Lot Going On

Your prospects are working just as hard as your are. This means that their first priority isn’t you or your business (at least initially).

After all, do you open every stranger’s email or answer the phone when a random number calls?

While it’s your job to get them to realize how valuable your product is, it’s important to be mindful of their constraints. Giving up too early might lose you a great customer.

2. They Need Time

This directly follows the first point.

From a sales perspective, you’re only worried about their response and relationship to you. This can lead you to overlook the fact that these prospects are people too. Their lack of response isn’t personal, you’re just not their first priority.

This doesn’t mean they’re not interested in your product.

It just means they need time to digest your information, build a relationship with you, and learn the benefits you have to offer. It’s your job to facilitate this.

3. They Need You (They Just Don’t Know It Yet)

Without new processes and technologies, any business will eventually stagnate and be overcome by better adapting competitors.

What does this really mean?

Prospects need your product to be successful.

It’s your job to generate their interest and help nudge them in the right direction by asking targeted questions:

I’ve been speaking with many VP’s of Sales in the Boston area and they’ve mentioned their teams spend 20 hours a week prospecting. Have you experienced similar problems?

4. They Want You to Listen

Arguably one of the biggest sins in sales is not listening.

Rather than leading with a product pitch, let your prospect explain their wants and needs. Then, address solutions to their needs, instead of product details. This can make the difference not only in the sale, but in the relationship.

What is your best strategy for connecting with prospects?