Prospecting can be the toughest part of the sales process for many sales professionals. The biggest reason: Nearly everyone has a natural disdain for rejection, and prospecting is full of that.

“But the enduring mantra of the fanatical prospector is ‘One more call.”

To become closer to being a fanatical prospector, recognize the common signs of call reluctance:

• Giving up after the first few attempts. If it doesn’t come easily, you might blame Marketing or Sales Development for passing along low-quality leads.
• Taking it personally. When prospects refuse to hear you out, much less meet with you, you chalk it up to, “They don’t like me,” and call it a day
• Spending more time with existing customers. Yes, existing clients need your attention, but as noted before, only about 60% of a sales professional’s time should be spent catering to them.

Because many salespeople wouldn’t pick prospecting as their ideal day at the office, they might try to minimize the time they spend on it. However, doing so puts your sales growth and career at risk: If you aren’t calling on prospects, someone else is.

“If you’re not moving closer to what you want in sales, you probably aren’t doing enough prospecting.”

To overcome prospecting reluctance, and move closer to a sale:

• Keep looking. Never stop looking for potential new customers. If you dislike the list Marketing creates, commit to relying more on referrals and event networking.
• Know the real business issues facing prospects. The more you learn about prospects’ issues and specific needs before you even make a call, the more likely you can address those immediately and increase your likelihood of a successful prospecting call (which builds confidence to make more).
• Target well. Build and reevaluate the profile of your ideal customers, segments, and markets. The better-aligned prospects are with that, the better every prospecting call will be. Then you waste little time trying to sell to people who aren’t a good fit.
• Know what you’re up against. Stay on top of industry changes, adjustments in your market and what the competition does. Then you can leverage movements that leave customers feeling neglected to find and convert prospects.
• Own your knowledge. Prospects buy what you know more than they buy a product or service. Your deep knowledge that can help customers will attract and retain them.
• Know your decision-maker. Even if you find an ideal prospect, you can waste time (and lose heart) by dealing with the wrong person. You don’t need to insult contacts or step on anyone’s toes, but you want to identify decision-makers quickly to maintain prospecting momentum.

Resource: Adapted from Internet