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No one woke up this morning and thought to themselves, “I really need this product or service or outcome. I hope some salesperson calls me today to help me buy what I need to generate the results I am after.” No one thinks to themselves, “Please let someone interrupt me today with the answers to my challenges-especially the systemic challenges that have gone unaddressed for years!”

If your dream client was online researching their options, a couple of things would be true. First, you will have already missed your chance to create an opportunity in a way that serves you and your dream client, having been too fearful to call and interrupt them before they reached the point where they decided to take action. Second, if their research was going to cause them to reach out to you, they would have done so.

You never show up to your office to find a line of people waiting to buy from you, do you? Your phone isn’t ringing off the hook with dream clients calling to ask you for your help, is it?

If you are in sales, your role requires you to achieve outcomes. The first outcome is opportunity creation. This requires that you proactively reach out to your dream clients to ask them for their time. It means you need to be able to create so much value in an initial call that you open up the possibility to explore change. More still, you have to interrupt people in order to help them.

The second thing you need to do is to capture those opportunities. You must create so much value through the process that you create a preference to work with you. You cannot do this work if you are not there to do it. If you aren’t engaged with the client around change, then there is nothing for you to capture. This means you must prospect with intention, instead of sitting back passively waiting and reacting.

If you want opportunities, you have to go get them.

Sales 2018
Post by Anthony Iannarino on February 7, 2018
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.
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