If you don’t like prospecting, you don’t like selling.

You want to be a value creator and use your business acumen to help solve your client’s challenges and help them capitalize on opportunities. Once the prospect is considering change, you love the meetings, the collaborating, and developing solutions. You love the boardroom presentation and the thinking on your feet.

All of these things are only part of selling. For opportunity starved salespeople and sales organizations, it is not where you need to apply your ideas, your insights, and value creation. Where you create the most value when you are opportunity starved is in the creation of new opportunities.

Prospecting is how you create opportunities. It’s how you create relationships that open the possibility of an opportunity.

If you have deep business acumen and the ability to create value you through the sales process, you have the ability to open new relationships and create opportunities. In fact, you are the best person to do so.

  • Who knows more about the industry trends that should be compelling your dream client to change?
  • Who has the experiences to know what your prospects would be considering if they want to drive their business towards better results and a better future?
  • Who has the greatest ability to become a prospect’s trusted advisor, the person they turn to for counsel when they need to make change?

You’re not too good to prospect. Your talents aren’t wasted on opportunity creation. They’re well invested on prospecting. You can be a rainmaker and a trusted advisor and consultative salesperson at the same time. Having advice and being consultative are what allows you to succeed at prospecting at a higher level than most.

Prospecting is part of selling. Opportunity creation is every bit as important as opportunity pursuit. If you or your company are opportunity starved, it’s because you are not prospecting.

Post by Anthony Iannarino on November 1, 2016
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.