The different methods of prospection : B2B, B2C, B2B2C. Who are my customers? Where are my customers? How can I reach my customers? How do I write a good prospection letter?

1. Export Operations #5:
PROSPECTION
A Classroom Study
Shing Wyee Jolivel, Sino Qua Non Consulting
Sino Qua Non Consulting 1

2. 10 steps to export
1 – Strategy (Objectives, Target Market)
2 – Diagnostic (SWOT)
3 – Market Study (Business Plan)
4 – Communication (Languages, Culture, SEO, budget )
5 - Prospection (Action Plan, Reflexes, conversion)
6 – Preparing for expedition ( Incoterms, customs, port, transport)
7 – Preparing the contract (risks, clauses, legal aspects, payment)
8 – Expedition (Road, Sea, Air forwarding)
9 – Implantation (sales rep, Agent, Filiale, Fusion-Acquisition, JV, Franchise,
Grouped action, Distributor, Licence etc. )
10 - Recruitment
Sino Qua Non Consulting 2

3. Step 5 to export - PROSPECTION
START WITH YOUR TARGET CUSTOMERS…
WHO ARE YOUR CUSTOMERS?
B2CB2B B2B2C
Sino Qua Non Consulting 3

4. Step 5 to export – PROSPECTION B2B
WHERE CAN YOU FIND YOUR CUSTOMERS?
TAKE INTO CONSIDERATION SOCIAL SELLING !
CONFERENCES?
B2B FORUM?
TRADE UNIONS?
PROFESSIONAL
TRADESHOWS?
IN THEIR OFFICE
B2B
MARKETPLACE
B2B TENDER
SOCIAL MEDIA?
LINKEDIN
(certainly not
Facebook)
SMS?
Sino Qua Non Consulting 4

5. Step 5 to export – PROSPECTION
B2C &B2B2C (Strong marketing mix needed)
WHERE CAN YOU FIND YOUR CUSTOMERS?
SEGMENTATION : WHICH AGE GROUP ? WHAT PREFERENCES?
PRESS/ TV/
PRINT/
CATALOGUE/
MAGAZINES ?
PUBLIC
TRADESHOWS?
SCHOOLS/
INSTITUTIONS/
CINEMA ?
ECOMMERCE
WEBSITE
BLOG/
INFLUENCERS?
SOCIAL MEDIA?
FACEBOOK,
TWITTER,
INSTAGRAM, G+,
SNAPCHAT?
Sino Qua Non Consulting 5

6. CASE STUDY B2B#1
For 41 years, Emily has been a major manufacturer
for material handlings and offers a wide range of
products for agriculture, industry, construction,
environment and green area. Heavily compensated
for its innovative products, they have no less than 30
awards under their name. 100++ employees , part of
Prevision Group (500 employees), present in about
30++ countries.
Cutting, mixing and discharging food: auger
buckets for grass, maize silage..., mixer feeder
buckets (from 1.10 to 7.50m³), rotor buckets, silocub,
mixer and auger buckets for concentrates...
Bedding: bale unroller spreader, straw blower,
bedding buckets...
Sweeping and cleaning: sweeper buckets, indoor
vacuum sweeper, sweeping module, towed
sweeper, orientable sweeper, hydraulic high
pressure...
Concrete and trenches: mixer auger bucket,
material auger buckets...
Sino Qua Non Consulting 6

7. 1)WHICH PRODUCT
FOR WHICH MARKET?
PRODUCT SELECTED : LEADER CLEAN
FEATURES : PLUG & PLAY CLEANER COMPATIBLE WITH
FORKLIFTS, LOW MAINTENANCE, NO MOTOR,
ACTIONED BY PUSH EFFECT OF THE FORKLIFT
SECTEUR : INDUSTRIAL
SELECTED PROSPECTION MARKET : SINGAPORE
TARGET CUSTOMERS : B2B (FORKLIFT DISTRIBUTORS)
https://www.youtube.com/watch?v=I5ljfEgYgUI
Sino Qua Non Consulting 7

9. 3) ESTABLISH A
PROSPECTION LIST
WHERE CAN WE FIND OUR 1st LIST OF PROSPECTS?
2 OPTIONS : FREE OR PAID
Sino Qua Non Consulting 9
PAID FREE
• BUSINESS LISTINGS
• BIG DATA Companies
• Chamber of
Commerce
• OSCI
• Private Consulting
companies
• Export Missions
• Business France
• Marketplace/Tender
• Internet(Google,
Baidu, Yandex)
• Europages/Yellow
• Professional
Magazines/Unions
• Facebook
• LinkedIn
• Benchmarking
Competitors
• List of exhibitors
(targeted trade fairs)

10. WHAT ELEMENTS TO INCLUDE IN
PROSPECTION LIST? EXERCISE #1
Sino Qua Non Consulting 10
MOST COMPANIES ARE EQUIPPED WITH A CRM (CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM).
BUT WITH MS ACCESS OR EXCEL, WE CAN ESTABLISH A VERY SIMPLE PROSPECTION LIST

11. 4) CONVERT &
FOLLOW UP
COLD CALL PROSPECTION AVERAGE SUCCESS RATE = 10%
25 PROSPECTS FOUND
10 SELECTED AS PRIORITY,
4 POSITIVE REPLIES FOR A PERSONAL MEETING IN SGP
40% SUCCESS RATE
BUT THIS IS ONLY THE BEGINNING…FOLLOW UP & CONVERT
///END OF CASE STUDY///
Sino Qua Non Consulting 11

12. Step 5 to export - PROSPECTION
WHAT MAKES A GOOD PROSPECTION?
Sino Qua Non Consulting 12
METHODOLOGY
PERSONAL
QUALITIES:
TENACITY/
PERSEVERANCE/
CREATIVITY
MEANS £$€
(Marketing tools,
flights, trade
fairs)
HARD WORK OR
LUCK

13. Step 5 to export – PROSPECTION :
Conclusion
AFTER YOUR HARD WORK OF PROSPECTION
A CUSTOMER WILL NOT STAY IF :
Sino Qua Non Consulting 13
YOUR PRODUCT
IS LOUSY
YOUR SERVICE IS
LOUSY
NO MARKET FOR
YOUR PRODUCT
THERE’S
NOTHING TO
GAIN FOR HIM

14. GROUP EXERCISE #2
THE FRENCH COOPERATIVE SAVEOL,
SPECIALIST OF TOMATOES IS ALREADY
PRESENT IN SEVERAL EUROPEAN COUNTRIES :
GERMANY,ITALY, SPAIN, LUXEMBURG,
AUSTRIA etc. THEY WOULD LIKE TO VENTURE
INTO 3 OTHER POTENTIAL EU MARKETS LIKE
POLAND, CZECH REP, FINLAND
DIVIDE YOURSELVES IN GROUPS OF 3-4.
FOLLOWING THE RESULTS OF EXERCISE #1 :
SELECT ONE COUNTRY OUT OF THE 3 , AND
START A PROSPECTION LIST, NAMES OF
PROSPECTS, TEL & CONTACTS (IF YOU CAN),
EMAILS, DESCRIPTION OF THEIR ACTIVITY.
DISCUSS WITH OTHER GROUPS SO THAT ALL 3
COUNTRIES ARE ANALYSED…..
Sino Qua Non Consulting 14
LET’S GET TO WORK ! THANK YOU….