Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET.  This is excerpted from my recent interview with Dianna Geairn, The Irreverent Sales Girl.  She is known as the champion of the salesperson who goes out every day to make something happen for themselves, their families, and their clients.  For more information:  www.isalesgirl.com.

SmallBizLady: FOR THOSE SMALL BUSINESS OWNERS WHO DON’T KNOW, WHAT DO YOU MEAN BY PROSPECTING?

Dianna Geairn: Prospecting simply refers to the act of reaching out to people who could become customers and do business with you.  Some people do it by attending networking events, some by email campaigns, some by telephone, some through social media, and others by direct mail.  Prospecting means any activity you do to keep a steady stream of new revenue coming in the door.

SmallBizLady: WHY IS IT IMPORTANT FOR SMALL BUSINESS OWNERS TO HAVE A PROSPECTING PLAN?

Dianna Geairn: I find that far too many small businesses suffer from the “feast & famine” syndrome. One-minute business is booming and the next they are desperately trying to find new customers or new streams of revenue. Effective prospecting plan helps to Avoid Feast and Famine Syndrome by helping them to: 1) Minimize Risk of Losing a Client, 2) Consistently Grow Revenue and  3) Uncover new streams of revenue they might not have considered.

SmallBizLady: WHAT ABOUT BUSINESSES THAT SELL ITEMS ON-LINE? HOW DOES PROSPECTING FIT INTO THEIR MODEL?

Dianna Geairn: Even businesses who drive most of their purchases from marketing activities (like eCommerce businesses) need to constantly grow their network and find new partnership opportunities – even if they never act on them.  Selling products online? Speak with large retailers to sell your product through their channels to prevent losing business.  Explore affiliates who can promote your products or highlight your company, to expose you to new audiences. Prospecting is about creating new opportunities to do business in expanded ways. Get creative!

SmallBizLady: ALMOST NO ONE I KNOW LIKES PROSPECTING! HOW CAN SMALL BUSINESS OWNERS MOTIVATE THEMSELVES TO PROSPECT?

Dianna Geairn: Most business owners don’t like to prospect because they feel uncomfortable intruding on someone’s day and asking them for something they may not want to give. I get that. Business owners need to remember the difference their products and services make for their super-happy customers. Remember that YOUR PROSPECTS ARE COUNTING ON YOU TO FIND THEM. They don’t know you’re there, but they need what you offer. Make it your mission to find those people! They will love you for it.

SmallBizLady: WHY DO PEOPLE HATE TO PROSPECT?

Dianna Geairn: Prospecting is hard. I’m not gonna lie. Not every connection you make is going to want to do business with you and that can feel like rejection. It’s not – but it can feel like it. It’s vulnerable. Mostly people don’t like to prospect because they don’t know 1) What to say 2) Who to say it to and 3) When to say it. A good prospecting plan helps with all three of these items.

SmallBizLady: HOW DO THEY FIGURE OUT WHAT TO SAY?

Dianna Geairn: People need to consider three things when they are figuring out what to say.

1 – They need a “trigger event” – or a reason to reach out. 2 – They need a low-risk offer that is easy to say “yes” to.  And, 3 – they need to understand their Value Proposition.  Figuring out what to say is the most important thing – everything else flows from there.

SmallBizLady:  LET’S START WITH THE TRIGGER EVENT – WHAT DO YOU MEAN BY THAT?

Dianna Geairn:  To find the trigger event – ask yourself “What is happening in THEIR world that would cause them to make a change?” It’s easiest when you think about your current customers. What happened suddenly to make your offer important to them? A mom didn’t need a stroller until she found out there was a baby on the way.  When she did find out – she became an ideal person to target – if you’re a baby stroller company.

SmallBizLady:  THAT MAKES SENSE – WHEN THEY’VE FIGURED THAT OUT – WHAT DO YOU MEAN BY THE “OFFER” AND THE “VALUE PROPOSITION”

Dianna Geairn:  Sure. Rarely do people buy on the very first contact. Prospecting is about opening the door for a conversation. So, figure out a low-risk offer that makes it easy for them.

It could be meeting for a coffee, or taking a short survey, or a free (short) consultation. Always be ready to share How Your Customers Are Better Off Because They Did Business With You. That’s your value proposition.

SmallBizLady:  NOW THAT THEY KNOW WHAT TO SAY – WHO SHOULD THEY SAY IT TO?

Dianna Geairn:  This is where you want to create a list of people you want to reach out to.

You will NEVER be consistent if you reach out to one person and then have to figure out who you’re going to call next. It takes too much mental energy.  Create your Top 100 List – The 1st 100 to call. Figure it out all at once and then start working on your list.

SmallBizLady:  HOW CAN PEOPLE BUILD THAT LIST?

Dianna Geairn:  There are free ways and ways that cost a bit of money. The best place to start is with current and past customers or partners.  Reach out to them with the intent to re-connect and see how they’re doing. You may find ways that they can expand their business with you or that they’re ready to do business again. Create a list of 100 people in your network. They don’t have to be directly related to your business.  Just reach out to them and let them know what you’re up to – opportunities often arise from these casual conversations.  Get creative – there are a million ways to get in front of your ideal customers when youthink about what they need and where to find them!

SmallBizLady:  NOW THAT I HAVE A LIST – WHEN SHOULD I REACH OUT TO THEM?

Dianna Geairn:  Put your plan together. To be effective, you must be consistent. I find that people are reliable to do one of three  things.

1. They’re reliable to set aside a certain time each week or month to do something.
2. They’re reliable to promise a certain number of committed hours – they just don’t know exactly when they’ll do it.
3. They’re reliable for a certain number of committed outreach ACTIVITIES – but, they can’t say exactly when they’ll get it done.

Figure out what type of person YOU are and make a promise to yourself about the  time, number of hours, or activities you will do.

SmallBizLady:  ANY OTHER IDEAS FOR STARTING A PROSPECTING PLAN THAT WILL REALLY WORK?

Dianna Geairn:  Yes. Get an accountability partner. Someone else who needs help sticking to a plan – any plan. Pick someone who will not let you off the hook and who you feel comfortable calling them out when they’re not keeping to the plan. If you miss a week – or you need to tweak the plan – don’t worry. Just get back on track ASAP. You’ve got this!

If you found this interview helpful, join us on Wednesdays 8-9 pm ET; follow @SmallBizChat on Twitter.

Here’s how to participate in #SmallBizChat: http://bit.ly/1hZeIlz