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Strategic Prospecting and Preparing for Sales Dialogue Module Five.

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Presentation on theme: "Strategic Prospecting and Preparing for Sales Dialogue Module Five."— Presentation transcript:

1 Strategic Prospecting and Preparing for Sales Dialogue Module Five

2 Learning Objectives 1.Discuss why prospecting can be a challenging task for a salesperson. 2.Explain strategic prospecting. 3.Explain where salespeople find prospects. 4.Understand the importance of gathering and studying precall information to prepare for a sales dialogue.

3 Key Thoughts Strategic prospecting is the process by which salespeople separate out those that are more likely to buy from those that are less likely to buy in order to avoid wasting resources.Strategic prospecting is the process by which salespeople separate out those that are more likely to buy from those that are less likely to buy in order to avoid wasting resources. Leads may be generated in a variety of methods. It is important for salespeople to know which are more effective.Leads may be generated in a variety of methods. It is important for salespeople to know which are more effective. Satisfied customers are often the best source of good leads.Satisfied customers are often the best source of good leads. A strategic prospecting plan will improve a salesperson’s prospecting efficiency and effectiveness.A strategic prospecting plan will improve a salesperson’s prospecting efficiency and effectiveness. Salespeople should spend some time learning what they can (without wasting resources) about their qualified leads in order to develop an effective sales strategy.Salespeople should spend some time learning what they can (without wasting resources) about their qualified leads in order to develop an effective sales strategy.

4 Why Buyers Won’t See Salespeople 1.They may have never heard of the salesperson’s firm. 2.They may have no need; they just bought the product category. 3.The buyer may have their own deadlines on other issues. 4.Buyers are constantly getting calls from salespeople and do not have the time to see them all. 5.Gatekeepers in any organization screen their bosses’ calls and are often curt and even rude.

5 Strategic Prospecting Screening Procedures for Qualifying Leads Qualified Prospects The process of identifying, qualifying, and prioritizing sales opportunities, whether they represent potential new customers or opportunities to generate additional business from existing customers. The process of identifying, qualifying, and prioritizing sales opportunities, whether they represent potential new customers or opportunities to generate additional business from existing customers. Sales Leads Sales Opportunities for the Salesperson Screened Out

6 Popular Prospecting Sources & Methods External Sources –Referrals –Introductions –Community Contacts (Centers of Influence) –Organizations –Non-competing Salespeople –Visible Accounts Personal Contact –Observation –Cold Canvassing –Trade Shows –Bird Dogs (Spotters) Internal Sources –Company Records –Lists and Directories –Advertising Inquiries –Telephone Inquiries –Mail Inquiries –Internet or World Wide Web

7 Qualified Prospects... Can benefit from the sales offering Can benefit from the sales offering Have the financial wherewithal to make the purchase Have the financial wherewithal to make the purchase Play an important role in the purchase decision process Play an important role in the purchase decision process

8 Qualified Prospects... Are eligible to buy based on a fit within the selling strategy Are eligible to buy based on a fit within the selling strategy Are reasonably accessible and willing to consider the sales offering Are reasonably accessible and willing to consider the sales offering Can be added to the customer base at an acceptable level of profitability Can be added to the customer base at an acceptable level of profitability

9 Importance of Effective Prospecting One Customer 100 Leads Suppose it takes 10 leads to generate one qualified prospect And suppose it takes 10 qualified prospects to generate one customer You would need 100 leads to generate one customer.

10 Importance of Effective Prospecting One Customer 50 Leads The better the lead generation method, the higher the proportion of qualified leads. The more accurate the qualifying process, the higher the proportion of customers per qualified lead. Improving the lead generation method so that 10 leads generates two qualified customers means you will need only 50 leads to generate one customer.

11 Gathering Precall Information: The Prospect The prospect’s name and title Correct spelling and pronunciation can be gathered by asking the receptionist or secretary or gatekeeper to verify information.

12 Gathering Precall Information: The Prospect Is this prospect willing to take risks? Are they confident with their decision making? May have to ask the prospect

13 Gathering Precall Information: The Prospect Observe club or organizational honors displayed in the office. Is the buyer involved in their community? Do they belong to clubs or professional organizations?

14 Gathering Precall Information: The Prospect Does the prospect have hobbies or interests they are proud of? Observation of office.

15 Gathering Precall Information: The Prospect What is the prospect’s personality type? Easy going? All business? Observation and experience with buyer.

16 Gathering Precall Information: The Prospect Where did this prospect grow up? Where were they educated? Look for diplomas. Ask.

17 Gathering Precall Information: The Prospect’s Organization What type of business are we dealing with? Can be gathered from a directory and company web site.

18 Gathering Precall Information: The Prospect’s Organization To what market does the company sell? Who are its primary competitors? What does the company make & sell? Annual reports and company web site.

19 Gathering Precall Information: The Prospect’s Organization Salesperson may have to ask for this information. Who and how many vendors does the prospect presently buy from? How much and how long have they been purchasing from their supplier(s)? What challenges is the organization facing?


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