5 Step Selling Success Cycle Step 2 Prospecting Bret Conkin July 31 2009

Prospecting – Filling the Funnel
Step 2 Help People Buy
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2. Prospecting – Learning Outcomes
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Review the Power of Helping People Buy
Discover power of a prospect profile to pre-qualify
Analyze how to attract the right prospects.
Discover the critical importance of your database.
Review Prospecting tactics
Exercise on Prospecting – Find a ….

2. Sales Funnel definitions
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Audience: Targeted group from plan
Prospect: Shared behaviour characteristics (location, interest, passion)
Lead: Has unmet need /is qualified.
Customer: Order has been taken.
Fan: Loyal customer, evangelist.
The Rule of 10

2. Sales Funnel & Your Goals
Funnel Stage
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Engage & Qualify
Discovery & Solution
Align & Commitment
Reward & Feedback

Why People buy
The power of helping people buy what they want
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2. The 2 reasons that people buy
2. SOLUTIONS TO PROBLEMS
1. GOOD FEELINGS
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2. Why people buy
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Nobody want to be sold!
People buy emotionally and justify it with logic.
4 main emotions: Glad, Sad, Mad, Scared
Buys occur when they are glad about you/service.
Reinforce emotion with logic – a reward! (move to closing)
Question to ask to find solutions/change feelings:
What do you have? What would you like it to be?

2. Creating a prospect profile
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What is similar about my customers?
What is similar about my competitor’s customers?
Who has the unmet need and ability to pay?
Where can I find them?
Can focus your efforts, marketing/sales tactics.
Pre-qualify prospects against the profile before contact.
Attracting the wrong prospect can have huge costs!

2. The critical database
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Your database is the lifeblood of your business.
Select it carefully. Can automate some activity/reports.
Keys:
Ask colleagues & contacts (niche solution?)
Ability to import/export data
Flexibility to change platforms - growth/needs
Community for support
Must have discipline to maintain it.
Do you use one? How well does it serve you?
ACT, Maximizer, Sugar CRM, Salesforce

2. Prospecting Tactics & Tips
Sales funnel goal – Engage & Qualify
Introduction email or letter
Tone: Brief, warm, relevant (reflects homework).
Include: USP, mutual contacts, Top 2 benefits.
Optional: Sincere compliment, Intro offer.
Follow-up
Call or email w/ added value (article, tips).
6-8 weeks later (depends on category).

Networking: Circulate, biz cards, don’t sell.
Create a “presence” in relevant places.
Association, community, social media, event.
Focus on ways to help them. (Info, referral, buy?)
Ask “Is there anything I can do for you.”
Cold calls: Not bugging them, helping them buy
Build relationship - Interests/photos/issues (ball cap test)
Coffee/donuts/samples
“If you know of anyone who might need x (your services), please keep us in mind.” (e.g. Indirect)
Referral is a 2 say street

Warm calls: Advance to Discovery & Solutionstage
Pre-qualified or have expressed interest
Probe profile match and confirm unmet need.
Move them to right emotional state to buy.
Provide value even when not selling.

Step 2. Group Exercise – What are customers really buying from us?
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What good feelings or solutions to problems do I/can I offer?
E.g. Don’t sell toys. Sell children happy moments.
Don’t sell spa service. Sell convenience, relaxation & family time.
We offer:____________________________
Break into groups of 3.
Pick “buyer” and “seller” then rotate
Ask questions to qualify if they have matching unmet need
The catch?
Can only ask questions! No selling! Try 10 in a row.

Step 2 – Prospecting Summary
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Defined a Sales Funnel
Reviewed the Power of Helping People Buy
Discovered the power of prospect profiles
Analyzed how to attract the right prospects.
Discover the critical importance of your database.
Reviewed prospecting tactics
Took part in exercises on Prospecting

11 things Entrepreneurs share in common - Video
15
Mike Desjardins, Virtus Inc. Principal
Success Snack on Entrepreneurship
captured for fundfindr.tv

Contact Info
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Bret Conkin
fundfindr Media Inc.
p: 604.250.9666
e: bret@riiplay.tv
t: twitter.com/riiplaytv
Blogs:
www.eventswithoutend.blogspot.com
www.fundfindr.tv

5 Step Selling Success Cycle Step 2 Prospecting Bret Conkin July 31 2009

by Bret Conkin on Aug 04, 2009

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