Post on 14-Dec-2015
Prospecting and Pre-approachProspecting and Pre-approach
Module Five
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Learning ObjectivesLearning Objectives
1. Explain strategic prospecting.2. Discuss why prospecting can be a
challenging task for a salesperson.3. Explain where salespeople find prospects.4. Understand the importance of gathering
and studying precall information.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Setting the StageSetting the Stage
1. What are the two categories Mike Ciccheto uses to organize his prospects?
2. Why does Mike categorize his prospects?
Using Questions to QualifyPotential Customers
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Why Buyers Won’t See SalespeopleWhy 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.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
ProspectingProspecting
SalesLeads
Screening Procedures
for Qualifying Leads
Qualified Prospects
The process of identifying, qualifying, and prioritizing organizations and individuals that have the need for and potential to purchase the salesperson’s market offering of products and services.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Popular Prospecting Sources & MethodsPopular 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
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Qualified Prospects . . .Qualified Prospects . . .
Can benefit from the sales offering
Have the financial wherewithal to make the purchase
Play an important role in the purchase decision process
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Qualified Prospects . . .Qualified Prospects . . .
Are eligible to buy based on a fit within the selling strategy
Are reasonably accessible and willing to consider the sales offering
Can be added to the customer base at an acceptable level of profitability
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Importance of Effective ProspectingImportance of Effective Prospecting
OneCustomer
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.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Importance of Effective ProspectingImportance of Effective Prospecting
OneCustomer
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.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect
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.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect
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
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect
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?
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect
Gathering Precall Information:The Prospect
Does the prospect have Does the prospect have hobbies or interests they are hobbies or interests they are proud of?proud of?
Observation of office.Observation of office.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect
Gathering Precall Information:The Prospect
What is the prospect’s personality type? Easy going? All business?
Observation and experience with buyer.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect
Gathering Precall Information:The Prospect
Where did this prospect grow up? Where were they educated?
Look for diplomas. Ask.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect’s Organization
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.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect’s Organization
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.
Ingram LaForge Avila
Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 5:Prospecting and Pre-Approach
Gathering Precall Information:The Prospect’s Organization
Gathering Precall Information:The Prospect’s Organization
Salesperson may have to ask for Salesperson may have to ask for this information.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?