1. NEW BUSINESS DEVELOPMENT – SALES PROCESS
Originated by Thomas E. Droegemueller
1. Determine the competitive landscape/identify the competitors and establish what my competitive
advantages are.
2. Define/profile the target market for the product or service.
3. Identify, by name, the universe of prospects that fit the profile.
4. Contact the prospects in the universe (including existing customers), preferably by phone, to reach
a decision maker (or decision influencer) to determine if the target is satisfied with their current
provider or is interested to meet with me. Follow-up literature may be sent. Repeated calls may
be necessary to reach the prospect and schedule a meeting. Utilize and continually develop my
ever-widening network of referral sources to identify hot leads and obtain
endorsement/introductions to key prospects. These are the strongest and most valuable leads.
5. If the prospect is satisfied with the current provider and not interested to meet with me today,
determine if they wish to be called in the future and on what interval. If so, then mark the
calendar to call the target at the desired interval and maintain a chronological list of the calls to be
made. If not, return the target company to the pool/universe of prospects, to be re-qualified at
some future date (1-2 years hence). Existing customers should be contacted on a regular schedule
appropriate to the industry.
6. If the target is interested to meet, in that meeting question the prospect about their business to
better understand it and to establish their needs and desires for our products/services. Listen
carefully and take copious notes. Understand what makes them successful. Understand why they
are unhappy with their current providers. Constantly search for opportunities to match our
competitive advantages to the prospect’s needs and desires. Be as creative as possible in
identifying/discovering opportunities for our products/services. Be sure to emphasize new
features or developments. Ask what it will take to win their business.
7. Ask the prospect for permission to make a proposal.
8. If granted permission to make a proposal, do so with a sense of urgency. Demonstrate that sense
of urgency by keeping the prospect advised of my progress toward completion of the proposal, as
appropriate.
9. Make an appointment to deliver and present the proposal. At this meeting, answer any questions I
can, and pledge to get answers to those I can’t. Ask, again, what it will take to win the prospect’s
business. Ask when they will make their decision and when I can check with them again on their
progress.
10. Follow up on the proposal meeting to answer any unanswered questions and to ask again for the
prospect’s business. Make clear to the prospect how much I want their business.
11. If the decision is deferred or negative, ask if/when it would be appropriate to follow up in the
future for the next opportunity to offer our products/services.
12. Repeat steps 2-11 for all remaining, newly identified, or old prospects in need of qualifying, until
success is achieved. Maintain thorough records on all of the contacts I have made and what
transpired to facilitate a more effective future contact.