In Goals, Marketing, Networking, Prospecting, ROI, Sales, Sales Psychology, Time Management
Professional salespeople know when they wake in the morning they have to do the one thing that is sure to guarantee an income:

Prospect for new business.

In a way, salespeople begin everyday looking for a new “job”, don’t they? Because without a new client to purchase what they’re selling, how is there any any hope of a paycheck in the future? Even if that salesperson is a salaried professional, without showing results for their employer, there’s no guarantee the employer will continue to employ that salesperson.

I think therefore, we can agree that a professional salesperson, whether commissioned or salaried, knows that prospecting for new business is the number one priority for their days, each and every day.

That’s not to say they all follow through on the actions necessary to prospect. “Prospecting avoidance” is a commonly understood malady in the sales profession. Sales Managers everywhere constantly harangue their sales teams to hit the pavements, ring the doorbells, make the calls, set the appointments, to fulfill the promise of prospecting.

Avoidance of prospecting comes out of the simple psychological fear of rejection. We all have it. Besides, as simple as prospecting can often turn out to be when you actually do it, it can also be as difficult to initiate.

It’s no wonder then that business owners who are NOT professional salespeople may suffer from this very disease of prospecting avoidance. The creative excuses people come up with to avoid having to make prospecting calls are legendary. Yet, as the owner of your business, unless you have a professional salesperson or sales team working for you, you must must, must, Prospect for new business.
The only way to overcome your avoidance of your emotional pain about Prospecting is to simply attach a level of importance to this task.

We hear so often from Business Owners of being distracted with other important tasks: making payroll; attending to a malfunctioning machine on the shop floor; taking a call from the accountant/attorney/spouse/pesky customer/excellent customer/number one account/printer/fleet mechanic and on and on and on.

The Business Owner has attached a level of importance to each and every one of these tasks. Attach that same level of importance to Prospecting. You must. Absolutely must. Your business health, wealth and survival depends on you doing so.

Once you make Prospecting as important an activity as any other in running your business, all those other avoidance afflictions melt away into nothing. Fear of rejection disappears. Procrastination towards your Prospecting Plan converts to an optimistic sense of urgency.

And, yes, you may even like Prospecting.

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