Presentation on theme: "Strategic Prospecting and Preparing for Sales Dialogue"— Presentation transcript:
1Strategic Prospecting and Preparing for Sales Dialogue Module FiveStrategic Prospecting and Preparing for Sales Dialogue
2Learning ObjectivesDiscuss why prospecting can be a challenging task for a salesperson.Explain strategic prospecting.Explain where salespeople find prospects.Understand the importance of gathering and studying precall information to prepare for a sales dialogue.
3Key ThoughtsStrategic 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.Satisfied customers are often the best source of good leads.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.
4Why Buyers Won’t See Salespeople They may have never heard of the salesperson’s firm.They may have no need; they just bought the product category.The buyer may have their own deadlines on other issues.Buyers are constantly getting calls from salespeople and do not have the time to see them all.Gatekeepers in any organization screen their bosses’ calls and are often curt and even rude.
5Strategic Prospecting 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 LeadsScreening Procedures for Qualifying LeadsScreened OutScreened OutQualified ProspectsSales Opportunities for the Salesperson
6Popular Prospecting Sources & Methods Personal ContactObservationCold CanvassingTrade ShowsBird Dogs (Spotters)External SourcesReferralsIntroductionsCommunity Contacts (Centers of Influence)OrganizationsNon-competing SalespeopleVisible AccountsInternal SourcesCompany RecordsLists and DirectoriesAdvertising InquiriesTelephone InquiriesMail InquiriesInternet or World Wide Web
7Qualified Prospects . . . Can benefit from the sales offering Have the financial wherewithal to make the purchasePlay an important role in the purchase decision process
8Qualified Prospects . . .Are eligible to buy based on a fit within the selling strategyAre reasonably accessible and willing to consider the sales offeringCan be added to the customer base at an acceptable level of profitability
9Importance of Effective Prospecting One Customer100 LeadsSuppose it takes 10 leads to generate one qualified prospectAnd suppose it takes 10 qualified prospects to generate one customerYou would need 100 leads to generate one customer.
10Importance of Effective Prospecting One Customer50 LeadsThe 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.
11Gathering Precall Information: The Prospect Info NeededThe prospect’s name and titleCorrect spelling and pronunciation can be gathered by asking the receptionist or secretary or gatekeeper to verify information.Source
12Gathering Precall Information: The Prospect Is this prospect willing to take risks? Are they confident with their decision making?Info NeededSourceMay have to ask the prospect
13Gathering Precall Information: The Prospect Is the buyer involved in their community? Do they belong to clubs or professional organizations?Info NeededObserve club or organizational honors displayed in the office.Source
14Gathering Precall Information: The Prospect Does the prospect have hobbies or interests they are proud of?Info NeededSourceObservation of office.
15Gathering Precall Information: The Prospect What is the prospect’s personality type? Easy going? All business?Info NeededObservation and experience with buyer.Source
16Gathering Precall Information: The Prospect Where did this prospect grow up? Where were they educated?Info NeededSourceLook for diplomas. Ask.
17Gathering Precall Information: The Prospect’s Organization What type of business are we dealing with?Info NeededCan be gathered from a directory and company web site.Source
18Gathering Precall Information: The Prospect’s Organization To what market does the company sell?Who are its primary competitors?What does the company make & sell?Info NeededAnnual reports and company web site.Source
19Gathering Precall Information: The Prospect’s Organization 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?Info NeededSourceSalesperson may have to ask for this information.