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That Dirty Little Word: Prospecting

That Dirty Little Word: Prospecting

By Darrin Friedman

So here is a little history about me: I was an agent for 5 years and a manager for almost 7. In that time, there were things I was good at and things I was bad at. There were things I enjoyed doing and things I loathed doing.

Can you guess where I’m going here? There was nothing, absolutely nothing, I abhorred more than prospecting. Seriously, it drove me insane. The idea of picking up the phone every single day and calling people I didn’t know drove me insane.

Now, let's forget the fact that I was actually fairly successful whenever I did manage to get on the phone and drum up business. My success did not in any way change the reality that the process felt to me like sheer torture.

So how can someone like me make prospecting a little less painful for themselves?

Use Rewards to Minimize the Rejection Factor

Usually the biggest complaint about prospecting is the awful feeling of being repeatedly rejected. Well, yes, unfortunately, rejection is an unavoidable part of the process. However, what if you make it a game with yourself? What if you distance yourself from the sting of rejection by making it a point to reward yourself for every success you have? Nothing big -- just some gesture of kindness to yourself that helps reinforce the positive and reminds you of how well you can do if you stick with it. 

Commit to Consistency

From my experience, the only way prospecting works is through consistency. If you make it a habit, it will work. If you do it only every once in a while, you may get lucky here and there, but you won't find the proverbial gold at the end of the rainbow that you are hoping for. Promise yourself that you will do just a little bit every day and the consistent effort will bring surprising results.

Have a Strategy

The simple fact is that whether you are a Brian Buffini person or a Tom Ferry person, if you work through a prospecting strategy every day, you will succeed. It will amaze you how fast you will find yourself gaining momentum when there is a method to your madness.

So the next time you find yourself dreading the phone, remember that each call you make is an opportunity. Every person you contact may become your next client. And let's be honest: stumbling upon new clients is pretty darn exciting.