Out with the old, in with the new

OLD THINKING:  The goal of your first meeting with a new prospect should always be to deliver a strong sales pitch. 

NEW THINKING:  The goal of your first meeting with a new prospect will vary depending on the circumstances. Sometimes, it is simply to begin a conversation.

OLD THINKING: Your only objective with a prospect is to begin doing business together.

NEW THINKING:  Your objective with a new prospect is to first determine what their needs are, and whether you are a good fit for each other.

OLD THINKING: If you lose a sale, it is probably something you did at the end of the sales process.

NEW THINKING: If you lose a sale, it is probably something you did at the beginning of the sales process. People do business with people they like and trust. If you are unable to establish some rapport at the beginning, chances are their minds will be elsewhere by the end.

OLD THINKING: Stay on top of every prospect until you get a “yes” or a “no.”

NEW THINKING: Some prospects will need some time to process new information.

It is OK to be persistent, but they should not feel pressured.

OLD THINKING: When a prospect raises objections, challenge them.

NEW THINKING: When a prospect raises objections, thank them, and then give an example of a current customer who had the same objection(s), and show how you overcame them.

OLD THINKING: A potential client will ask, “Why should I choose you over my current caterer?” or “Why should I order from you?” You can fire back with a list of the qualities that make you better.

NEW THINKING: A potential client will ask, “Why should I choose you over my current caterer?” or “Why should I order from you?” You ask them, “What problems are you experiencing with your current caterer that you would like solved?” Explain how you would approach the solutions. (Remember, you do not need to provide all the answers on the spot. You may need time to think of ways to resolve their problems. There is nothing wrong with responding, “Thank you for sharing that information. I would like to put a couple of ideas together and get back to you in a day or two.”

Michael Rosman has been in the catering and restaurant industry for over 30 years in the Boston area, where he built a $1.8 million per year corporate drop-off catering operation. He’s the founder of The Corporate Caterer, a resource membership website, lead generation and private coaching company.