Fanatical Military Recruiting

13Prospecting Balance and Objectives

We’re living at a time when attention is the new currency. Those who insert themselves into as many channels as possible, look set to capture the most value.

—Pete Cashmore, founder of mashable.com

When it comes to prospecting, there is one overriding objective: Be as efficient and effective as possible. In other words, do as much prospecting activity as possible, in the least amount of time possible, while generating the best outcomes possible.

Efficiency is a product of time discipline. It requires blocking your time, eliminating distractions, planning in advance, and concentrating your focus.

Effectiveness increases with:

• Targeting
• Better lists
• Balancing prospecting across multiple channels (telephone, face-to-face, text, e-mail, social)
• The quality of your prospecting skills
• How effectively you leverage prospecting frameworks
• Your ability to manage your disruptive emotions
• Honing your message
• Gaining clarity on the prospecting objective

Knowing your objective for each call makes you more efficient because you are able to build prospecting blocks and group your prospecting activity around those objectives. This allows you to move faster and make more prospecting touches in less time.

Developing a defined objective makes you effective because on each prospecting phone call, face-to-face approach, text message, e-mail, social media touch, event, or referral request, you know exactly what to ask for and how to give your prospect a ...