Eb i W b ite
s es s
Bus s De lo m nt P n
ine s ve p e la

Build aP e
ing ip line
• Define our target market
• Create a prospect/lead database
– Categorize the list
• Include source
• Vertical market
– Prioritize
• Leads vs. Opportunities
– Leads are converted to opportunities and entered into the
pipeline once a specific opportunity has been identified and
qualified
– Typically a qualified opportunity has a requirement defined with
timeframe and budget allocated

Le d ta a eDe lo m nt Ac
a /Da b s ve p e tivities
• Networking with existing friends, colleagues, and acquaintances
• Lists brokers or homegrown
– Online directories
– Associations
• Website/Blog
• Affiliate Program
• Attending industry/trade meetings and walking the floor
• Securing speaking engagements at local and regional associations
or interest groups
• Hosting breakfast meetings for like titles
• Cold and warm telephone prospecting
• Direct mail/e-mail/fax prospecting followed up with direct telephone
calls

Sa sP c s
le ro e s
• Generate a lead
• Engage/qualify customer
• Write a proposal
• Present the proposal
• Refine Proposal
• Close, rinse, repeat

P s e ting10
ro p c 1
• Create prospecting letters/emails
• Pick up the telephone and call
• Set aside at least 20% of time for prospecting
• Track response rates and successes
• Refine message as needed
• Manage the rejection that comes with selling

P e C s ific tio
ip line la s a n
• 90% confident you'll get the sale
• 50% confident you'll get the sale
• 10 % confident you'll get the sale
• Discussion stage

Sa p P e Re o
m le ip line p rt

Ne Ste s
xt p
• Create prospecting database
– Every employee reach out to friends and family for
leads/referrals
• Social Networking – create canned
announcements/introductions to be posted on
Facebook/MySpace/Twitter/LinkedIn/other
• Promote referral fees ($xxx for every converted lead)
– Existing Lists
– Target verticals
• Prioritize specific vertical markets and geographies so that
we can test messaging (eg. Dentistry)

Ne Ste s
xt p
• Promote referral program
– Need to send details to everyone in the company
• Flip all leads to Sales Team for follow up and
qualifying
– Introductory email (we will provide sample copy)
FEED THE P ELINE ! ! !
IP