Most consultants are asking prospects about their problems.
But if you're the one reaching out to them, 98% won't have any. They are doing things the best way they can, or know how to. If they were aware and convinced on the need to make changes in their business, they would already be searching for external support.
That is why trying to persuade those prospects is the worst thing you can do. You can't sell anything to someone if they don't want it. You can only propose a solution once they understand there is a problem.
As the saying goes, "people love to buy, but hate to be sold to." Instead of pitching, here's what you can do:
- Do presentations that teach and explore.
- Show them what their competitors are doing.
- Explain different ways to get their job done.
Some will agree to keep exploring. And you, as a trusted source, will present relevant suggestions. Others won't commit to exploring it further, but will trust your judgement and see you as an expert. That's how you create demand.
Be clear about what problems you know how to solve. As long as you're top-of-mind, prospects will reach out to you later on.