CHAPTER 5 Strategic Prospecting and Preapproach The Strategic

CHAPTER 5 Strategic Prospecting and Pre-approach

The Strategic Prospecting Process Sales Funnel or Pipeline: A representation of the trustbased sales process and strategic sales prospecting process. A process designed to identify, qualify, and prioritize sales opportunities, whether they represent potential new customers or opportunities to generate additional business from existing customers.

Strategic Prospecting Process Sales Leads or Suspects • Generated from Internal or External Sources • Lead Generation Methods Should be Managed Qualifying Process Ideal Customer Profile: The characteristics of a firm’s best customers or the perfect customer. • Need? • Financial Resources • Authority to Make Purchase Decision Sales Prospect • Prioritize Prospect List • Initiate Pre-Call Planning

The Importance and Challenges of Prospecting � Customer-bases are not permanent, salespeople may lose customers due to: Low satisfaction Competition Economic fluctuation Other forms of attrition � The prospecting process is can be long It may take weeks to replace a lost customer with a new one Revenue streams can fluctuate if “pipeline” isn’t managed � Prospecting isn’t easy and often includes a lot of rejection

In-Class Exercise – Prospecting IDENTIFYING LEADS

Turning Suspects/Leads Into Bona Fide Prospects �Identify MAD Customers Money to Buy Authority to Buy Desire to Buy

Qualified Prospects. . . q Can benefit from the sales offering q Have the financial wherewithal to make the purchase q Play (individual) an important role in the purchase decision process q Are eligible to buy based on a fit within the selling strategy q Are reasonably accessible and willing to consider the sales offering q Can be added to the customer base at an acceptable level of profitability

Popular Prospecting Sources & Methods Personal Contact n Observation n Cold Canvassing n Trade Shows n Spotters n Sales Seminars/Educational Forums

Popular Prospecting Sources & Methods Internal Sources n Company Records n Lists and Directories n Advertising Inquiries n Telephone Inquiries n Mail Inquiries n Internet or World Wide Web

Popular Prospecting Sources & Methods External Sources n Referrals n Introductions n Community Contacts (Centers of Influence) n Organizations n Non-competing Salespeople n Visible Accounts

Nature and Importance of Qualification �The nature of the qualifying task is different for various types of personal selling �Salespeople must be resourceful and should devote time and effort to the search and qualification phase

Prospecting Plans are the Foundation for Effective Prospecting Set Goals Establish daily, weekly and monthly quotas for acquiring new prospects

Prospecting Plans are the Foundation for Effective Prospecting Set Goals Allocate Time Establish a regular daily schedule for conducting prospecting activities.

Prospecting Plans are the Foundation for Effective Prospecting Set Goals Allocate Time Keep Records Track your results from using the different prospecting methods.

Prospecting Plans are the Foundation for Effective Prospecting Set Goals Allocate Time Keep Records Evaluate What is working for you? Compare results and use the methods that work best for you.

Prospecting Plans are the Foundation for Effective Prospecting Set Goals Allocate Time Keep Records Evaluate Stay Positive Develop confidence by knowing your products and believing that you offer the best solutions.

Developing a Strategic Prospecting Plan

Important Pre-Approach Information Examples include: � Client name and pronunciation � Risk/type of buying situation � Communication style/profile of the buyer (may not be able to assess till several visits) � What is the market position of the company � Major competitor(s) of the company � Industry condition/intelligence � Challenges the organization may be facing � Company characteristics – size, division, decision makers, etc.

In-Class Exercise CASE: STRONG POINT FINANCIAL SERVICES