I know what you’re going to say now. You’re going to say that it would be criminal to stop in their tracks a prospect who is baying for a meeting. And you’d be right. So what to do? What I always recommend is the Backpedal™.

What is this secret piece of sales magic? It’s simple. Let the prospect lead. Let them demand a meeting. Agree the date and time. Then BACKPEDAL. The key Backpedal phrase: “Before you go, let me just ask you one quick question”. Then you ask your qualification questions, leading one to the other in a conversational style.  If the prospect objects, you simply say that this is information you need in order to be prepared for the meeting. In a worst case scenario, you can always email them for clarification on any points not covered.

If they don’t qualify, then you have several options. If they are not the right person, you can ask for their help to include the right people in the meeting. Don’t exclude them; get them in the meeting as well. If there is no opportunity there, you can make a decision on whether you think that it is still worth making contact; perhaps a coffee before work or a lunch would be more appropriate for a casual introduction. Whatever you do, keep your backpedal casual and friendly.

Why do this? Because if you spend your time visiting unqualified prospects then you are really visiting suspects, which means that you are not fulfilling your potential. It’s vital to be sure that each and every meeting you have has clearly defined objectives, is with an potential sponsor, influencer and/or decision maker and that you have gathered enough information to present your solution in context. Otherwise you’re just shooting in the dark.

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