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 organization’s promotional program be used in prospecting?
How can an effective lead qualification and management system aid a salesperson?
How can a salesperson overcome a reluctance to prospect?
Some questions answered in this chapter are: 7- CHAPTER 7 McGraw-Hill/Irwin
Many experts believe it is the most important activity a salesperson does
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
The Importance of Prospecting 7- McGraw-Hill/Irwin
Relationship Between the Steps in the Selling Process and the Designation of the “Buyer” 7- McGraw-Hill/Irwin
Does a want or need exist?
Customers buy to satisfy practical needs as well as intangible needs
Does the lead have the ability to pay?
A client is not a real prospect without resources to pay for the product
Ability to pay includes both cash and credit
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
Characteristics of a Good Prospect 7- McGraw-Hill/Irwin
Can the lead be approached favorably?
Possibility of getting an interview
Chances of making a sale
Is the lead eligible to buy?
Timing of the purchase
Long-term customer potential
Characteristics of a Good Prospect (continued) 7- McGraw-Hill/Irwin
How and Where to Obtain Prospects – Satisfied Customers
Current and previous customers are contacted for additional business and leads (3rd Party Referrals)
The most effective source for leads
To maximize usefulness:
Make a list of potential references from among most satisfied customers
Decide how each customer can help
Ask for the names of leads and the specific type of help needed
Keep in touch
How and Where to Obtain Prospects – Satisfied Customers (continued) 7- McGraw-Hill/Irwin Negative referral Customer who tells others about how poorly you or your product performed. Selling deeper Additional sales to satisfied customers who provide leads. Referral events Gatherings designed to allow current customers to introduce prospects to the salesperson, to generate leads.