Build a new business pipeline for an existing business or

To find new customers

Where does your new business come from?

Friends?

Networking?

Dad’s friends?

Websites, internet?

Referrals?

SOCIAL NETWORKS?

Just being in the right place at the right time?

Are you always too

busy to look for new business?

It’s easy to put new business activity

on the back burner when times

are good.

But then you have to start from scratch when you need to look for more.

Step 1: Decide what it is you’re selling

Step 2: Decide who your target customer is

Step 3: Set up a database of prospects

Step 4: Define your marketing survey

Referrals

WebsitesNetworking

Pre-qualified leads

Exhibitions(expos)

Marketing activities to generate enquiries

Directory Entries

Webinars

Seminars

Genuine, pre-qualified leads

Referrals from existing customers

There are many ways of generating your own leads

Friends and colleagues

Walk the mile…

It helps if you already have the contact details

of people who are interested in what you sell

People whose details you already have, will already have given permission for you to

contact them - this is called

Explicit Permission

Implicit permission is where someone hasn’t specifically given permission to be contacted, but

they haven’t specifically said they don’t want to be contacted either.

For the prospective customer, it’s the difference between

Opt-In and Opt-Out

You might look at their industry sector,

size, turnover or location.

The Pareto Principle (also known as

the 80/20 Rule) says that – as a general rule of

thumb ...

(Wilfredo Pareto, Italian economist 1848 – 1923)

80% of your

sales/results come from

20% of your

customers/efforts, so look for this type of customer !

80% Results20% Effort

The next question to ask is whether this

typical customer , is actually who you want or not. If

they’re not, what you’ve been doing so far is looking for the

wrong kind of customer.

• Attitudes• Expectations

• Environment• Economic• Legal• Social• Cultural• Ecologic

• Benchmarking• Volume of sales (units, $)• Number of competitors• Market share• Leader• Strategies of the leader• technology

This is the qualitative section that you will

investigate WITH YOUR CLIENTS

This is what you will find in the

secondary databases