One of the most difficult and often terrifying things you need to do in sales is prospecting.
All of a sudden that inanimate object – the telephone, suddenly seems to become a lead weight and impossible to pick up.
I know professional sales people who are terrified of making calls.
Oh, they’re fine once they break the ice and their own fear barriers... it’s the initial approach that gets their palms sweaty, has them making another coffee, reading their email... anything to avoid picking up the phone.
It all comes down to the fear of rejection. We don’t want to be seen as intrusive and be given the cold shoulder.
Now your job may demand you do pick up the phone – sweaty palms or not. And once you get going you may find it easier than you thought.
But there is another way of prospecting that is equally, if not more effective. And the best part is when you combine them with calls, your success rate will go up by 30-40% or more.
It’s called the “Information Whitepaper or Free Report”
So what is a white paper?
Essentially it’s a document which outlines the issues faced by your particular market and how you can solve them. The White Paper establishes the problem and speaks to your prospect’s pain. It then shows a generic solution, your specific solution and finally tells the read what to do next.
Here are some examples of White Papers we’ve written that have generated interest and sales with targeted audiences.
- “How The Perenso Sales Force Automation Solution Can Help You Meet Your Business Goals, Reduce Your Costs And Manage Your Field Force Effectively.”
- “Increase Production, Reduce Costs And Improve Your Bottom Line with Kemppi FastMIG Synergic Welding Solutions”
- “Why Reviewing Your Insurance Cover Could Prove To Be One Of The Best Investments You’ve Ever Made”
- “The 7 Secrets of Highly Effective, Results Accountable, Trade Show Marketing - How To Ensure You Get At Least 125% More Business From Exhibiting At Your Next Trade Show”
So why is this approach more effective than an initial cold call?
Sent before the call, an information based white paper warms your prospect up. After reading it they have an appreciation for what you offer and how you could potentially solve their issues. And if they’re interested, you’ll get a far better reception.
And that’s not the only way you can use White Papers.
You can have them available as downloads from your website, offer them at talks you give, use them as additional sales collateral after a meeting etc.
And finally, a White Paper isn’t restricted to ink on paper. It could well be in the form of a PowerPoint Presentation, Video or even Audio. You’d be surprised at the number of people who like listening to this sort of material in the car or watching it on screen.
So if you’d like to create White Papers that generate leads, and are struggling with the how, and maybe even the time, we can do it for you.
Our White Paper creation service involves drawing the information out of you and putting it together in a form that speaks to your audience and gets them to take action – be it calling you for more information, placing an order etc.
Give me call on (02) 9499-7958 and we can discuss how to move forward.
Rashid.
Share this Article
