Mike's hitchhiker's guide er unscientific prospecting guide

Mike’s Unproven and Unscientific Tips for Hitchhiking and Identifying Potential Accounts for KSHE-95

KSHE-95 Sales Meeting Series #2November 5, 2012

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OR …KSHE-95 Sales Meeting Series #2

November 5, 2012



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 #2November 5, 2012



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?



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?



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?



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?



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?



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?



Am I actually doing it?

Am I overthinking?



Mike's hitchhiker's guide er unscientific prospecting guide

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