Most organisations want to prospect FTSE 500 companies:
While tempting, to focus on all 500 is not a strategy. While many companies listed on the list are desirable prospects, some may not be and it's really important to define the focus.
Understand who you want to target:
A consultative sales approach starts with understanding your target market. It might turn out that your ideal client is not necessarily on the FTSE list! For example, if you develop a niche offering your prospect could be small business owners.
Develop messaging that resonates:
Once you identified your ideal client profile, you need a message that resonates. Put yourself into your prospect's shoes and try to find out why you would want to buy the service/product. Talk about industry trends, such as mobile technology if it's relevant to your service offering so you help your prospect be relevant.
Identify the decision maker.
You need to talk to the right people otherwise your message will not be heard. If you have an offering that features cost savings, target the CFO. Develop a unique selling proposition that highlights the benefits of your service/product by telling a story to your prospects that is relevant to their daily responsibilities.
Look for your fit.
If you do your research and you take the steps outlined above, you will find the individuals in the companies that fit your ideal prospect profile. Sometimes you will get a "no" or a "not now", but more importantly while you are having those conversations you will be able to gather market research to strengthen and sharpen your message.
