In prospecting, your objective most often is to persuade a new customer to agree to meet with you face-to-face. To gain that commitment, you must convince the prospect that you are someone worth meeting. Every customer’s first major buying decision is whether to buy you—the salesperson. They’ll never decide to buy your products before they’ve bought you.
在开发新客户时，您最常见的目标是说服客户同意跟您面谈。为了得到这样的承诺，您必须让客户感觉与您的会面物有所值，并值得期待。事实上，每个客户的第一大采购决策就是判断是否接受“您”这个人，除非他们先接受了您，否则，他不会去接受您的产品的。
You must begin to “sell yourself” in your very first call on a new prospect.
您从第一次接触新客户开始就要“销售自己”。
Here is a quick, four-step prospecting strategy that allows you to begin “selling yourself” immediately.
下面的“四阶段策略”可以使您马上就能快速地“销售自己”。
1. Introduce yourself:
Use your people skills to politely introduce yourself and your company. Say please, say thank you, and use the prospect’s name twice. Example:
You: Hello, (first and last name) please?
Answer: This is he/she.
You: Thank you, (first name). This is (your first and last name). I’m with (company).
1、介绍自己：
可以运用您的人际技巧彬彬有礼地介绍自己和您的企业，注意多用“请、谢谢”之类的词，并至少提到对方名字或职务两次。例如：
你：喂！您好！我找XXX？
对方：是的，我就是！。
你：哦，谢谢您！我是YYY公司的ZZZ。
2. Gain Attention
Make a very brief capabilities statement about your company. What is the most appealing thing you can say about your company’s offerings? Choose a capability that is fairly universal, so as not to eliminate any potential customers. Example:
My company, (its name), has created a remarkable software product that makes it extremely easy for our customers to create and maintain product catalogs, then produce them in just about any media from paper to Internet.
2、引起注意:
应该简明扼要地介绍一下你们公司的能力，这是必须的。那么，您应该说公司的哪点才能最吸引客户呢？要选择一种最通用的能力来说，这样，您就不会遗漏任何有潜力的客户了，例如：
我们公司（说自己公司的名称）拥有一种出色的软件产品，它可以使我们的客户很容易地建立、管理自己的产品目录，客户也可以很方便地在包括纸质、互联网在内的各种媒体上实现输出。
3. Create a Vision
What desirable goal can the prospect achieve due to the benefits of your products or services? Communicate that goal as vividly as you can. Example:
With our Catalog Builder software, customers are dramatically reducing their catalog costs and time requirements while growing their top-line sales due to the new markets they’re able to tap.
3. 建立愿景：
潜在客户能够从你的产品/服务中达成哪些理想目标？要尽可能生动地把它描述出来，例如：
借助于我们的目录管理软件，客户可以极大地降低目录管理成本，并可以在有限的时间内接触大量的优质客户。
4. Ask for Commitment
Prepare to ask for what you want to achieve as a result of making this call—for instance, a face-to-face meeting. Example:
Would you be open to exploring how we might be able to reduce your costs and drive more sales toward your company?
4. 要求承诺：
您应该准备就这次接触（电话拜访）跟客户要一个结果或承诺，例如，要求客户同意与你见面谈。举例如下：
我想就“我们的产品将如何帮您降低目录管理成本”及“如何帮您接触更多优质客户”的话题与您做一次深入的交流，您看可以吗？
Start with this basic approach. Tinker, refine, and document your results until you have tailored the most successful prospecting strategy for your individual situation.
就这么做，从这种简单的方法做起，然后，你不断地进行修正、完善，并记下所有的结果，直到找到最适合自己的开发策略和话术。
Action Selling In Action
“行动销售实践”
A major supplemental-insurance company improved its prospecting results dramatically when it adopted a strategic framework, then documented and fine-tuned an approach that works best.
美国有一家做家庭补充险的著名保险公司，他们采用了新客户策略及架构，并极大地改善了其新客户拜访结果。他们采用了这种策略，然后做了精心的记录并持续进行了优化和微调，终于形成了能帮助他们从事新客户开发的最佳方法。
Before the company made that move, it assumed that a dismal batting average was simply a fact of life in prospecting. “We were having trouble getting in the door,” admits district coordinator Lisa Thompson, “But we didn’t realize that our ratio of calls to appointments was unnecessarily low until we implemented the Action Selling approach to prospecting.
在做上述努力之前，这家公司想当然地认为："在做新客户开发时，成功率普遍很低，这是再正常不过的了。""我们过去在接触客户之初就一直遭遇麻烦，"丽莎（一位区域总经理），如是说，"但是，在实施行动销售训练之前，我们并没有意识到我们在约见客户的成功率方面低得很不正常。"
“We were so focused on getting our message across before the prospect could tell us they weren’t interested that we missed the whole point of the call,” Thompson said. “Now that our calls are structured correctly [Introduction, Gain Attention, Create a Vision, and Ask for Commitment], we are crisp in our delivery yet focused on getting the appointment. Our ratio of calls to appointments is 38 percent better than before.”
"过去，我们在做新客户开发时总是在说自己，试图把所有信息一古脑儿地说出来，现在看起来，这样做，等待我们的结果必然是客户的抗拒或拒绝。"丽莎说，"自从我们的拜访做到结构化以来（介绍，引起兴趣，建立愿景，要求承诺），我们不再去费力地推销和介绍，而是把重点放在争取客户同意约见上，现在，我们的约见成功几率比以前整整提高了38%"