High-Profit Prospecting – Book Review

By: Mark Hunter

Introduction:

In “High-Profit Prospecting,” Mark Hunter encourages sales professionals to rethink their approach to prospecting, challenging common myths such as the notion that “cold calling is dead.” Hunter emphasizes the need for a positive attitude, highlighting that rejection is inherent but essential for success. He underscores the privilege of offering excellent service through prospecting and the importance of self-reflection, posing questions like “Would you buy from yourself?”

Basic Truths and Myths:

Hunter dispels misconceptions surrounding prospecting, debunking myths such as not having time, lacking training, or being scared. He advocates for a shift from “spray and pray” tactics to strategic prospecting. Changing one’s attitude, embracing rejection, and considering prospecting a privilege are key elements in achieving sales goals.

Strategic Issues:

Hunter delves into strategic considerations, prompting salespeople to evaluate if their approach sets false expectations, focuses on customer information, and builds confidence. Understanding the customer’s view, lead sources, and the timing of decision-making processes are essential for effective prospecting.

Tactics:

The article outlines tactical considerations, urging sales professionals to analyze lead sources, address customer objections, and assess the time it takes to close a sale based on various channels. Hunter introduces the concept of “informed calling” over traditional “cold calling” and emphasizes the significance of effective voicemail and email strategies.

Voicemail:

Recognizing the prevalence of voicemail, Hunter provides guidance on crafting concise, value-driven messages that include a clear call to action. He suggests calling outside standard hours to increase the chances of reaching decision-makers and emphasizes enthusiasm and brevity in voicemail communication.

Email:

The article discusses email strategies, advising salespeople to keep emails brief, impactful, and tailored to the recipient’s interests. Hunter discourages “bait and switch” tactics, emphasizing honesty and clarity. He suggests strategic timing for sending emails, considering the habits of high-level contacts.

Social Media:

Hunter explores social media prospecting, cautioning against over-reliance on platforms with changing rules. He recommends direct dialogue, prospecting through connections, and leveraging search engines for opportunities. The importance of post content and the potential consequences of posts against personal and professional interests are highlighted.

Connecting with the C-Suite:

Interacting with C-Suite executives requires specific strategies, including professional responses to gatekeepers and administrators. Hunter suggests alternative contact departments for information, introduces rules for C-Suite appointment setting, and underscores the effectiveness of referrals at this level.

Accounts Receivable or Sales:

The article suggests exploring accounts receivable or sales departments for better contact information and advises treating gatekeepers with respect. It highlights the challenges and specific rules associated with appointment setting at the C-Suite level.

Conclusion:

The conclusion emphasizes the value of adopting even a few new ideas from Hunter’s prospecting strategies. A positive attitude shift towards prospecting is presented as a lucrative investment in a sales career. Viewing prospecting as a privilege and sharing product benefits with potential customers are encouraged, leaving readers with well wishes for successful prospecting.