Education

1. Module 6:
Sales Prospecting
By Bassem Jouini

2. Module 6 – Lesson 2:
Determine the target
clientele

3. Lesson Objective
1. How to determine the target clientele
2. Types of markets
3. Market Information Consultation
4. Market Trends Analysis
5. Selection criteria for Prospects

4. How to determine the target
clientele?
1. Identify the various types of markets
2. Consult various sources of market
information
3. Look at market trends over time
4. Determine the selection criteria for
prospects
5. Determine the target client

5. Types of markets
 Consumer, distribution,
manufacturing, Etc.
 Local, Regional, Provincial, national
and International.
 Industry: Automotive, Health care,
government, financial sector, etc.

6. Market Information Consultation
 Data on the PEST environment
 Public databanks: Statistics Canada,
CRIQ, etc.
 Private databanks: Dun & Bradstreet,
Compuserach, Nielsen, etc.

7. Exercise – Work in pairs
1. Search for: Statistics Canada,
CRIQ, Dun & Bradstreet,
Compuserach, Nielsen, etc.
2. Using these tools evaluate the
market condition in Canada and in
Quebec

8. Market Trends Analysis
 Characteristics of demand:
 Volume and changes over time
 Type of clientele
 Potential market
 Political & legal environment,
 Economical outlook
 Characteristics of supply:
 Biggest competitors
 Number of competitors
 Substitutes

9. Selection criteria for prospects
It is important to analyse the prospects
characteristics & to choice the appropriate
ones for the products and services.
Some Interpretations can be done according
to:
 Prospects’ immediate needs and urgency
 Ability to pay
 Distance to travel
 Opportunity to meet
 Purchasing profile
 Buying potential

10. Make a lesson Summary

11. Have a wonderful evening 