2. Important Questions Answered
Why is prospecting important for effective selling?
Are all sales leads good prospects? What are the
characteristics of a qualified prospect?
How can prospects be identified?
How can the organisations be identified?
How can the organisation’s promotional programme be
used in prospecting?
How can an effective lead qualification and management
system aid a salesperson?
How can a salesperson overcome a reluctance to a
prospect? 2
3. “The telemarketing aspect of my process can be
frustrating at times because I’ll call prospects
that won’t give me the time of day.”
~Tasha Stulz
Parker Marketing Research
7-3
4. Prospects - Dictionary Meaning
An apparent probability of advancement, success, profit,
etc.
The outlook for the future: good business prospects.
Anticipation; expectation; a looking forward.
Something in view as a source of profit.
Potential or likely customer, client, etc.
A potential or likely candidate.
4
5. THE CONCEPT OF PROSPECTING
A salesperson without prospects is out of business.
A salesperson without prospects can no more close a
sale than a surgeon without a patient can operate.
Presenting a professional appearance, giving an
impressive presentation and closing like a master are
not enough to prevent failure if too little attention is
given to prospecting.
If your closing ratio is lower than you like, the major
problem may be that you don't have enough good
prospects -- not that you are a poor closer.
You must have someone to whom to tell your story --
someone who wants to buy and can buy.
Prospects are everywhere - find the best
5
6. QUALIFYING THE PROSPECT
Moving from a "lead" to a qualified prospect
Lead Just a name
Researched for need, money
Prospect
authority
Qualified Evaluated prospect along with
Prospect personal information
6
8. The Importance of Prospecting
Many experts believe it is the most important activity a
salesperson does
It is the process of locating potential customers for a
product or service.
The world is constantly changing
More important in some fields than in others
No salesperson can ignore leads, even in a position
requiring less emphasis on new contacts
8
9. Class “A” Prospects
Referral from a person the prospect respects
Has the ability to make a buying decision
Has the ability to pay for the product or service
You have all the personal information you need to
make a good presentation
9
10. Characteristics of a Good Prospect
Starts with a Lead, which should be qualified.
Quite some time is spent; amount of time spent
depends upon the type of sale.
10
11. A qualified prospect is MAD
He or she has:
Money to buy
Authority to buy
Desire to buy
11
12. Qualify with the MADDEN Test
M oney •Research credit before
A pproachable •Can you get an
appointment
D esire •You may have to create or
discover
D ecision-Maker •Often missed by
salespeople
•May be committed already
E ligible •our company may turn
down
12
13. Questions Asked To Qualify And
Pinpoint A Good Prospect
Does the lead has a want or a need that my
product/service can satisfy?
Does the lead have the ability to pay?
Does the lead have the authority to buy?
Can the lead be approached favourably?
Is the lead eligible to buy?
13
14. Does a Want or Need Exist?
People buy to satisfy tangible as well as practical
needs.
Sometimes sales are made through creating high
pressure tactics but in this way a potential long-term
customer is lost.
The lead must want to solve a problem to be
considered a qualified prospect.
14
15. Does the Lead have the Ability to Pay?
The ability to pay separate Lead from prospects.
A client is not a real prospect without resources to pay
for the product
Ability to pay includes both cash and credit
The client may have a desire to buy but if she/he is
unable to pay, is not a Prospect
15
16. Does the Lead have the Authority to Buy?
Knowing who has purchasing authority saves the
salesperson time and effort and results in a higher
percentage of closed sales
It is better to simply ask that person if that person has
the authority to buy.
Companies also delegate their purchasing tasks to
outside vendors – system integrators
16
17. Can the Lead be Approached
Favourably?
At times they are very difficult to be approached e.g.
Chief Executives etc that the salespeople do not
consider them as prospects
Possibility of getting an interview and Chances of
making a sale
17
18. Is the Lead Eligible to Buy?
Salespeople should be careful in contacting as if the
company sells to wholesalers then only the wholesalers
should be contacted.
Salespeople should also be careful in locating the
prospects that they should be in their exclusive sales
territories
Volume
Status
Sales territories
18
19. House accounts
large or potential customers that are handled
exclusively by the corporate executives should not
be contacted by the salespersons
19
20. Other Criteria
Leads that meet five criteria are generally considered
excellent prospects. At times a few more are added to
the list depending upon the company/item being sold.
Timing of the purchase
Long-term customer potential
20
21. Why we lose old customers
Customer's company goes broke
Competitor takes your customer
Customer moves or dies
Merger or downsizing
Customer-salesperson relationship deteriorates
21
22. How and Where to Obtain Prospects?
Satisfied Customers
Endless-Chain Method
Centre-of-Influence Method
Networking
Promotional Activities
The Internet
Inquiries from Advertising and Direct Mail
Shows
Seminars
Lists and Directories
Canvassing
22
Spotters
23. How and Where to Obtain Prospects?( contd.
Telemarketing
Limitations of Telephone Prospecting
Tie-in With Other Tools
Sales Letters
Other Sources of Leads
23
24. How and Where to Obtain Prospects
– Satisfied Customers (contd.)
Selling deeper
Additional sales to
satisfied customers
Referral events who provide leads.
Gatherings designed
to allow current
customers to
introduce prospects
to the salesperson, to
generate leads. Negative referral
Customer who tells
others about how
poorly you or your
product performed.
7-24
28. Reports From a Telemarketing
Center to Other Marketing Groups
Within the Firm
28
29. Referrals
Have referral make the initial contact
Learn how to ask for a referral
Get letter of introduction
Have referral call the prospect
Referrals tend to be horizontal
29
30. Why people don't give referrals
Can't think of anyone
Object to giving referrals
Time constraint
30
31. Centers of Influence
Sales person cultivates well-known, influential
people in the territory who are willing to supply
lead information
Buying community
Believes in what you are selling
Is influential with a number of people
Is willing to give you names
The names given to you are at least partially
qualified prospects, more than just leads
May never buy
31
32. Spotters
Salesperson pays someone for lead information
32
33. Group Prospecting
Give a brief presentation to a group
Follow up with interested prospects
Trade shows
Speaking engagements
Seminars
33
34. Seminars
Salespeople use seminars for prospects to generate
leads
Appeal to a specialized market
Invite good prospects
Go high-quality
Be involved before, during, and after
34
35. Shows, fairs, and merchandise
markets
Salespeople use these venues for lead generation
At many tradeshows all attendees are customers
Timely follow-up of leads is critical if sales follow a
show
35
36. Planned Cold Calling
Salesperson tries to generate leads by calling on
totally unfamiliar organizations
At least one out of seven will be receptive.
Treat cold calls as a supplement.
Develop effective, memorable door
Don't neglect others by too much of this.
Preplan Cold Calls
openers
Limit Waiting
Fifteen minutes
Keep busy while waiting
Remain Enthusiastic 36
37. Direct Mail or Fax
Prospects do read well targeted direct mail
Watch quality of purchased lists
Create your own newsletter
Mailing is good and Cheap
Postcard pack
Bounce-back card
37
38. Sales letters
Salesperson writes personal letters to potential
leads
Follow up with a telephone call
Include promotional items
38
39. Internet
Salesperson uses websites, e-mail, listservers,
bulletin boards, forums, roundtables, and
newsgroups to secure leads
Extranets
E-selling
39
40. Ads, catalogs, and publicity
Salespeople use these forms of promotional
activities to generate leads
40
41. Joining Civic Groups
Assume leadership responsibilities
Become highly visible
Set contact goals for each club meeting
Keep files on each contact made
Use "re-meet " goals to help you develop closer
relationships
Reach out to new members
Use active listening
Look for sales opportunities
41
42. Networking - active cooperation
There are formal groups that you can join
Sharing information makes good sense
Salesperson uses personal relationships with those
who are connected and cooperative to secure leads
Suggestions:
Call at least two people per day and go to at least one
networking event every week
Spend most of your initial conversation with a new contact
talking about his or her business and learn about the
person’s nonbusiness interests
Follow up with your new contact on a regular basis
42
43. Endless chain
Salesperson attempts to secure at least one
additional lead from each person he or she
interviews
Referred lead
43
45. Using Directories
Salespeople use secondary data sources, which can
be free or fee-based
Purchasing lists
Sales and Marketing Management - buying power
index
Moody's Industrial Manual
Poor's Register of Directors and Execs
The Dun and Bradstreet Reference book
The Thomas register of American Manufacturers
Contacts Influential 45
46. Observation
Prospects are everywhere
Always be looking
Read the news
Trade journals
46
47. Other sources of leads
Salesperson uses noncompeting salespeople,
people in his or her own firm, friends, and so on, to
secure information
Government agencies
47
48. Company Initiated Prospecting
•Telephone
•Human calls
Telemarketing
•Computer generated calls
•Fewer leads
•Lower cost
•Direct mail
Advertising
•Newspaper
•Other media
Past Customers
•Go over list of inactive accounts
•Selecting the right show
•On the spot vs. lead generation
•Display planning
Trade Shows •Staffing the booth
•Pre show training
•Getting high visibility
•Managing information collected at show
•Planning follow up
•For Prospecting
Web Sites
•Streamline the sales process
48
•Joint marketing with other firms
49. MANAGING PROSPECT
INFORMATION
Initial Recording of Leads
1.Record all basic information
2.If you don't have a computer then use index cards
Classification of Prospects
1. A simple method for manual systems
a.Class A - You have enough information to make a presentation
b.Class B - You need more information to make a presentation
c.Class C - a "lead" you don't know much more than the name
2.Sophisticated, multi dimensional classifications can be done with a computer
Scheduling Contacts
1.Contact prospects using a prioritized list
2.Keep a tickler file. 49
50. USING TECHNOLOGY TO
MANAGE PROSPECT
INFORMATION
Personal Databases
Corporate Databanks
Improving
•Salespeople now have access to the most current
Communications
information
50
51. Lead Qualification and Management
Systems
The process developed by the salespeople for
qualifying leads is called Lead Qualification System
The process of analysing the relative value of each lead
is called Lead Management System
Prequalification
Analyzing lead value
Evaluating profitability of sales resulting from lead-
generating activities
51
52. Overcome a Reluctance to Prospect
Salespeople usually face a natural reluctance to prospects.
Reasons for this may be one or several out of the following
Worrying about the worst-case scenarios
Spending too much time preparing
Being overly concerned with looking successful etc.
Being fearful of
Making group presentations
Appearing too pushy
Losing friends or family approval
Using the phone for prospecting
Feeling intimidated by people with prestige or power, o
feeling guilt at having a career in selling
Having a compulsive need to argue, make excuses, or
blame others
52
53. Helpful activities to Overcome a
Reluctance to Prospect
Helpful activities
Identify and evaluate excuses not to call
Engage in sales training and role-playing activities
Make prospecting contacts with a supporting partner or sales
manager
Set specific goals for all of your prospecting activity
Realize the economic value of most prospecting activities
Stop negative self-evaluation from ruling your behavior
Remember that you are calling on prospects to solve their needs
Control your perceptions of what prospects might say about you,
your company, or your products
Learn and apply relaxation and stress-reducing techniques
Recount your own prospecting successes, or those of others
53
54. Reasons for Call Reluctance
Yielder
• Fears intruding on others or being pushy.
Overpreparer • Overanalyzes
• Underacts.
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 being humiliated.
Role rejecter
• Ashamed to be in sales.
Socially self-conscious
• Intimidated by upmarket customers.
Doomsayer Worries, won’t take risks.
Telephobic
• Fears using the telephone for prospecting or selling.
Stage fright
• Fears group presentations.
Referral aversions
• Fears disturbing existing business or client relationships.
Oppositional reflex 54
• Rebuffs attempts to be coached.
55. Summary
Locating prospective customers is the first step in
the sales process.
Not all sales leads qualify as good prospects.
Many methods can be used to locate prospects.
The best source is a satisfied customer.
Effective prospecting requires a strong plan that
hinges on developing a lead qualification and
management system and overcoming reluctance to
prospect.
7-55