At a recent conference, I overheard a few sales guys talking about fishing. They were engaged in a very spirited discussion about rods, lines, lures, flies and other fishing-related stuff. Although I do not fish myself, I was intrigued. I couldn't help thinking how some of their comments related to prospecting.
In today's highly competitive business world, you need a great hook to capture a prospect's attention—whether you're crafting an email, cold call or voicemail. Unfortunately, the majority of prospecting messages I hear focus on the seller's company, products or solutions.
For example, a sales rep recently told me he thought he was giving his prospect a compelling reason to meet by saying "I have some new product lines you might be interested in."
A great prospecting hook does not include anything about your company or services. Instead, it focuses on a problem your prospect may be facing. Or it addresses a new trend that might be affecting his industry. Or it communicates the way in which you helped his competitor solve a problem.
Whether you prospect via telephone or face to face, if you want to stand out from your competition and reel in that big fish, you need a great hook.
