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If you’re going fishing, you need a great hook

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At a recent conference, I overheard a few sales guys talking about fishing. They were engaged in a very spirited discussion about rods, lines, lures, flies and other fishing-related stuff. Although I do not fish myself, I was intrigued. I couldn’t help thinking how some of their comments related to prospecting. 

In today’s highly competitive business world, you need a great hook to capture a prospect’s attention—whether you’re crafting an email, cold call or voicemail. Unfortunately, the majority of prospecting messages I hear focus on the seller’s company, products or solutions.  

For example, a sales rep recently told me he thought he was giving his prospect a compelling reason to meet by saying “I have some new product lines you might be interested in.” 

A great prospecting hook does not include anything about your company or services. Instead, it focuses on a problem your prospect may be facing. Or it addresses a new trend that might be affecting his industry. Or it communicates the way in which you helped his competitor solve a problem. 

Whether you prospect via telephone or face to face, if you want to stand out from your competition and reel in that big fish, you need a great hook.

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Kelley Robertson helps sales professionals master their sales conversations so they can win more business at higher profits. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at