CPAC - Contacting, Prospecting, Appointment Setting and Closing
CPAC - Contacting, Prospecting, Appointment Setting and Closing
CPAC is an exclusive and proprietary sales training system created by 321 Biz Dev LLC in 2014. As a disclaimer, CPAC can be used for salespeople marketing any product or service. However, CPAC is generally attractive to salespeople and small business owners who market products and services at $1,000 per transaction or higher. Why? Because at $1,000 or higher sales prices, salespersons are generally working with prospects who make more serious decisions about why the product or service is needed.
CPAC is ideal for attorneys, CPAs, insurance agents who generally work with prospects spending $1,000+ per transaction. CPAC is also very useful for mortgage brokers and real estate brokers managing teams where brokers want agents to be productive because brokers’ monthly expenses are much, much higher than $1,000. If you are the business owner or an independent salesperson, you should be in front of your business and in total control of the main sales functions, which are: contacting, prospecting, appointment setting and closing…or CPAC.
CPAC puts you in front and helps you from move from the back of the bus, to use a popular phrase from the Civil Rights era. And “back of the bus” refers to any person regardless of race or ethnicity. CPAC salespeople and small business owners on the path to removing all the mental obstacles to taking charge of your company’s sales and marketing functions.
Salespeople and Prospects
If I had to summarize the number one reason salespeople and small business owners are frustrated about and have anxiety with sales, I would say it’s because they do not have a system. If I had to summarize the number one reason consumers and business prospects are frustrated about and have anxiety with salespeople, I would say it’s because salespeople do not have a system.
Contacting is the beginning of learning a sales system. What is a sales system? By our definition, a sales system is a set of visible, logical, and repeatable set of instructions, methods and practices which offer predictable sales outcomes.
As individuals, we are already familiar and very comfortable with systems present in our everyday lives.
- Examples of systems include:
- Turning on your mobile devices (there are ton of required processes for a cell phone to be ready to use)
- Airplane takeoffs, in-flight travel and landings
- How your hairstylist colors your hair
- How your car starts
- How food is delivered to your grocer
- How electricity is regulated in your home
In the sales industry, low performance or salespeople not making enough money, is a product of not having a system.
Contacting is a major sales function because salespeople can select their next clients. If you are a SMALL BUSINESS and are not controlling the selection process through some type of contacting mechanism (telephone, face-to-face), then this could be a major reason why sales are low.
I am so happy today because a Las Vegas business professional client and friend told me about an incident where she connected with a major local prospect. The prospect was surprised that she picked up the phone and called to see if there could be some mutual benefit from doing business together. I will just tell everyone that the higher the stakes in the transaction or the bigger the players are, the phone is the best method to make contact. And it’s expected.
Prospecting, if you are using a sales system, is a natural event if good vibes FLOW between the Contact.
On many occasions, salespersons are reluctant to move to the prospecting phase to discover if the prospect is qualified to purchase your product or service. “Qualified” means the person can afford your product or service and may want it.
Business owners are compelled to find new clients. If prospecting activity is low or nonexistent, it is highly unlikely your business will survive.
Let’s talk about Branding as way to contact and prospect for new clients. Branding means different things to different business owners.
The formal definition is: “The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”
Here is an example of understanding how branding could be understood:
If there are only 10 companies selling a product in a big city, then branding is important because all 10 companies are competing for the same customers. Each of the 10 companies is trying to get the majority market share. Each of the 10 companies are trying to put the other companies out of business. Suppose you are 1 out of 15,000 salespersons? Branding will not be as effective as the market environment of 10 companies serving the marketplace.
However, as 1 out of 15,000 salespersons, if your business is increasing market share and you can measure it, branding will important. In fact, if you are 1 out of 15,000 salespersons and you have served, as an example, 500 customers over a three-year period, these 500 past customers can serve as great supporters of your brand. You have 500 people who can say they are happy with your service. Just think about it. 500 people can refer your company to other people. In essence, you have 500 sales reps who know about your company.
The power of a good branding strategy can be seen by the millions of people who know, see or hear about a company’s name and easily shop from this company without much enticement. Other ways to quickly build your brand if you don’t have an existing customer base is to spend lots of money telling people about your products or services.
Appointment Setting, a CPAC sales function, is covered in our sales training class. The Closing function can really frustrate both salespeople and prospects. At the Closing stage is where salespeople will say “it’s a numbers game”. I promised I would discuss this sales cliché, It’s a numbers game.
This is why it is so important to use a sales system. I would have added the adjective “winning” to sales system but that would have been redundant. A sales system, by definition, means some thought has gone into designing PRODUCTIVE sales efforts. I’ve never seen a poor sales system because in the process of designing a poor sales system, the faults are easily identified. Back to the cliché…It’s a numbers game.
There are two definitions of “it’s a numbers game”. The first is selling without a sales system and sales performance is poor.
A salesperson may make 100 contacts and successfully close 1 person. Something in the salesperson’s methods may be not conducive to generating more sales. The problem is many salespeople will quit long before they reach out to 100 contacts. A person’s psyche may not be able tolerate 99 people rejecting a salesperson’s pitch at the appointment stage.
The salesperson comes in the office and hears “Joe, keep trying…it’s a numbers game”. Hopefully Joe made a lot of money with the 1 close. Or Joe was able to contact 100 people in a short period of time. The good news is a salesperson who can tolerate 99 rejections to get the 1 close is a tough individual. And over time, 2 years, 5 years, this salesperson, through trial and error, will eventually improve his or her closing ratio. He or she may find out about 321 sales training and improve sales performance.
Using a sales system, Joe could possibly make the same 1 close by contacting 20 or even 10 people. There is an 89% sales performance improvement when Joe can close 1 person out of 10 compared to 1 person out of 100. Using a sales system saves a lot of salesperson and prospect frustration and anxiety.