Chapter

ProspectingThe Lifeblood of Selling

Exhibit 6-1: The Selling Process Has 10 Important Steps

The sales process is a sequential series of actions
1. Prospecting

2. Preapproach
3. Approach 4. Presentation

5. Trial close
6. Determine objections 7. Meet objections 8. Trial close 9. Close 10. Follow up

Steps Before the Sales Presentation

Prospecting > appointment > planning Obtaining an appointment with the prospect and planning the sales interview prior to ever actually meeting with the prospect. Rule of thumb
40% preparation 20% presentation 40% follow-up

ProspectingThe Lifeblood of Selling

Prospect qualified person that has the potential to buy your product or service Prospecting Identifying potential customers Why look for new prospect? To increase sales To replace customers that will be lost over time

ProspectingThe Lifeblood of Selling

Dont be confused between prospect and lead Lead name of a person or organization that might be a prospect. Referred as suspect. Once the lead has been qualified, it becomes a PROSPECT.

ProspectingThe Lifeblood of Selling

Qualified prospect is MAD

Money to buy? Authority to buy? Desire to buy?

Sales Prospecting Funnel

All leads and prospects must be considered and filtered through the MAD process before they become qualified prospects

Where to Find Prospects

Sources may be varied or few Persons selling different services and goods might not use the same sources

Where to Find Prospects

Life Insurance Salesperson personal acquaintances and current customers. Pharmaceutical Salesperson medical office and laboratory Nestle Agents new grocery stores and shopping centers

Planning a Prospecting Strategy

Prospecting requires a strategy Prospecting, like other activities, is a skill that can be constantly improved

Exhibit 6-4: Prospecting Methods that Work!

Prospecting Methods

E-prospecting on the Web

Individuals find information on the internet Organizations information on their own websites

Cold canvassing based on the law of averages

If past experience reveals that 1 person out of 10 will buy a product, then 50 sales calls could result in five sales. Thus salesperson contacts in person as many leads as possible, recognizing that a certain percentage of people approached will buy. There is generally no knowledge about the individual or business the salesperson calls on. This form of prospecting relies solely on the volume of cold calls made.

Prospecting Methods

Endless chain customer referral referring the salesperson to someone a satisfied customer knows. Referral a person or organization recommended to you by someone who feels that this person or organization could benefit from you or your product. Orphaned customers customers that was left behind by salespeople who leave their employers to take other jobs should be quickly contact to begin developing relationships. Sales lead clubs group of salespeople in related but noncompetitive fields to meet twice a month to share leads and prospecting tips.

Prospecting Methods

Prospects Lists ask yourself the following questions:

Who are my ideal prospects? Which economic bracket do they usually fall into? What kinds of organizations do they belong to? What characteristics do most of my existing customers share? Are they married, single, widowed/er? Do they have children? Do they have particular political learning's? Do they have similar occupations, educations, hobbies, illnesses, transportation needs, or family concerns?

Prospecting Methods, cont

Become an expert (get published) submit articles about your field to journals, trade magazines and newspapers. Ask the publication to include your address and telephone number at the end of the article instead of getting paid. Once prospects thick you as an expert youll be the one they contact. Public exhibitions and demonstrations take place at trade shows and other types of special interest gatherings. As people walk up to the booth to examine the products, a salesperson has only a few minutes to qualify leads.

Prospecting Methods, cont

Tips during exhibitions

Set up an interesting display to get peoples attention Write down your message so that it fits on the back of a business card Practice communicating two or three key points Make a list of the major buyers Set up to maximize your displays visibility based on the flow of the traffic Be assertive in approaching passerby Use lead cars to write down prospect information Be prepared for rejection

Prospecting Methods, cont

Center of influence finding and cultivating people in a community or territory who are willing to cooperate in helping to find prospects. Direct mail direct mail advertisements who may be spread across extended geographical area.

Prospecting Methods, cont

Telephone and telemarketing contact person by the telephone for interaction between the lead and the caller. Telemarketing is a marketing communication system using telecommunications technology and trained personnel to conduct planned, measurable marketing activities directed at targeted groups of consumers.

Exhibit 6-5: The Processing System Within a Telemarketing Center

Exhibit 6-6: Reports From a Telemarketing Center to Other Marketing Groups Within the Firm

Prospecting Methods, cont

Observation watching what is happening in the sales area. Networking making and using contacts

Prospecting Guidelines

Three criteria are:

1.Customize to each prospect 2.Concentrate on high potential customers fruit 3.Call back on no-buys

Always keep knocking on prospects and customers door to help them

Referrals Are Used in Most

Prospecting Methods
Cold canvassing Endless chain customer referrals Orphaned customers Sales lead clubs Public exhibitions and demonstrations Center of influence Telephone Networking

The Prospect Pool

Prospect pool group of names gathered from various sources: Leads Referrals Orphans Your customers

Exhibit 6-7: Components of the Prospect Pool

The Referral Cycle

Obtaining referrals is a continuous process without beginning or end Referral cycle guidelines to when and how to ask for referrals

Exhibit 6-8: The Referral Cycle: When to Ask for Referrals

The Referral Cycle, cont

The secret is to ask professionally at each phase of the referral cycle When to ask for referrals?
The preapproach contact phase The presentation Product delivery contact phase

Service and follow-up contact phase: customer

service

Call Reluctance Costs You Money!

Call reluctance refers to not wanting to contact a prospect or customer For many salespeople, owning up to call reluctance is the most difficult part of combating it Call reluctance keeps you from:
Helping others Earning what youre worth

Faces of CALL RELUCTANCE

Yielder fears intruding on others Overpreparer overanalyzes Emotionally unemancipated fears loss of family approval, resists mixing business and family Separationist fears loss of friends, resists prospecting among personal friends Hyper pro obsessed with image, fears of being humilated Role rejector ashamed to be in sales

Faces of CALL RELUCTANCE

Socially self conscious fears intruding on others or being pushy. Intimated by upmarket customers Doomsayer worries, wont take risks Telephobic fear of using telephone Stage fright fears group presentations Referral aversions fears disturbing existing business or client relationships Oppositional reflex rebuffs attempts to be coached

Obtaining the Sales Interview

Key factor in selling process is obtaining a sales interview The benefits of appointment making
Telephone appointment Personally making the appointment Believe in yourself Develop friends in the prospects firm Call at the right time on the right person Do not waste time waiting

Wireless E-Mail Helps you Keep in Contact and Prospect

Wireless E-mail helps keep the sales representative mobile.