Mike's hitchhiker's guide er unscientific prospecting guide

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This is a talk-through more than formal presentation and prompted discussion in our sales meeting. Please don't judge it on grammar or spelling as it's very informal.

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Mike's hitchhiker's guide er unscientific prospecting guide

  1. 1. Mike’s Unproven and Unscientific Tips for Hitchhiking and Identifying Potential Accounts for KSHE-95 KSHE-95 Sales Meeting Series #2 November 5, 2012PDF created with pdfFactory trial version www.pdffactory.com
  2. 2. OR … KSHE-95 Sales Meeting Series #2 November 5, 2012PDF created with pdfFactory trial version www.pdffactory.com
  3. 3. What filters would the KSHE-95 GSM use to filter an account prior to: • A DAPVALY double check, • Target account form, • CRM entry, • Any TSL-it (Time Spent Lingering in thought)? KSHE-95 Sales Meeting Series #2 November 5, 2012PDF created with pdfFactory trial version www.pdffactory.com
  4. 4. 1 – Do they have any money to spend on marketing? • Should I hit Media Monitors? X-Ray? Other sources? Billboards? Valpack? Newspapers? SEO? • Do their competitors spend? Cable? • Does my past experience with the category tell me something about their ability to spend? • Am I trying to invent an ad budget?PDF created with pdfFactory trial version www.pdffactory.com
  5. 5. 2 – Is the owner going to be a pain to work with? • How do my people skills match up with the owner or decision maker? • What has my past experience been with owners and decision makers in this category? • Does the owner buy because of a relationship or because it’s the right business decision? • Is the owner a marketer or just a good networker? • Does the owner care about growing their business or are they content to “be”? • Does the owner’s ego allow him or her the humility to ask for outside counsel in all areas of their enterprise? • Does the owner understand the value of a marketing plan or do they want immediate results?PDF created with pdfFactory trial version www.pdffactory.com
  6. 6. 3 – Is this a category that matters to KSHE-95’s audience? • If the message is right, would a 40-year white male act on the message? • Is it a product or service that matters to a 40-year old white male? • Does the product lend itself to an easy communication with an integrated plan on KSHE-95 and all our avenues of reaching the 40-year-old white male? • Would a 40-year-old white male eat in that establishment? Would a 40-year-old set foot in that establishment and buy something? • Would this product or service be something that I would recommend to my age group peers?PDF created with pdfFactory trial version www.pdffactory.com
  7. 7. 4 – How would I establish access with the decision maker? • Is there easy email? • Is the phone an option? • Is it via letter? • Do I crash the gates?PDF created with pdfFactory trial version www.pdffactory.com
  8. 8. 5 – Is this an area of the STL market where the 40-year-old white male KSHE listener lives? • Would the KSHE listener drive to this location for an everyday purchase? • Would the KSHE listener drive to this location for a one-time purchase?PDF created with pdfFactory trial version www.pdffactory.com
  9. 9. 6 – Do I have an interest in this account or category? 7 – Am I trying to make chicken salad out of chicken shit? 8 – Would this prospect allow me input on messaging and execution? Do I have to put “family owned since 1957” into the copy? 9 – When do I bust out the DAPVALY?PDF created with pdfFactory trial version www.pdffactory.com
  10. 10. Am I actually doing it? Am I overthinking?PDF created with pdfFactory trial version www.pdffactory.com

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