Prospecting and Pre-approach Module Five. IngramLaForgeAvila Schwepker Jr. Williams Professional...

Prospecting and Pre-approachProspecting and Pre-approach

Module Five

Ingram LaForge Avila

Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach

Module 5:Prospecting and Pre-Approach

Learning ObjectivesLearning Objectives

1. Explain strategic prospecting.2. Discuss why prospecting can be a

challenging task for a salesperson.3. Explain where salespeople find prospects.4. Understand the importance of gathering

and studying precall information.




Setting the StageSetting the Stage

1. What are the two categories Mike Ciccheto uses to organize his prospects?

2. Why does Mike categorize his prospects?

Using Questions to QualifyPotential Customers




Why Buyers Won’t See SalespeopleWhy Buyers Won’t See Salespeople

1. They may have never heard of the salesperson’s firm.

2. They may have no need; they just bought the product category.

3. The buyer may have their own deadlines on other issues.

4. Buyers are constantly getting calls from salespeople and do not have the time to see them all.

5. Gatekeepers in any organization screen their bosses’ calls and are often curt and even rude.




ProspectingProspecting

SalesLeads

Screening Procedures

for Qualifying Leads

Qualified Prospects

The process of identifying, qualifying, and prioritizing organizations and individuals that have the need for and potential to purchase the salesperson’s market offering of products and services.




Popular Prospecting Sources & MethodsPopular Prospecting Sources & Methods

External Sources– Referrals– Introductions– Community Contacts

(Centers of Influence)– Organizations– Non-competing

Salespeople– Visible Accounts

Personal Contact– Observation

– Cold Canvassing

– Trade Shows

– Bird Dogs (Spotters)

Internal Sources– Company Records– Lists and Directories– Advertising Inquiries– Telephone Inquiries– Mail Inquiries– Internet or World Wide

Web




Qualified Prospects . . .Qualified Prospects . . .

Can benefit from the sales offering

Have the financial wherewithal to make the purchase

Play an important role in the purchase decision process




Qualified Prospects . . .Qualified Prospects . . .

Are eligible to buy based on a fit within the selling strategy

Are reasonably accessible and willing to consider the sales offering

Can be added to the customer base at an acceptable level of profitability




Importance of Effective ProspectingImportance of Effective Prospecting

OneCustomer

100 Leads

Suppose it takes 10 leads to generate one qualified prospect

And suppose it takes 10 qualified prospects to generate one customer

You would need 100 leads to generate one customer.




Importance of Effective ProspectingImportance of Effective Prospecting

OneCustomer

50 Leads

The better the lead generation method, the higher the proportion of qualified leads.

The more accurate the qualifying process, the higher the proportion of customers per qualified lead.

Improving the lead generation method so that 10 leads generates two qualified customers means you will need only 50 leads to generate one customer.




Gathering Precall Information:The Prospect


The prospect’s name and title

Correct spelling and pronunciation can be gathered by asking the receptionist or secretary or gatekeeper to verify information.






Is this prospect willing to take risks? Are they confident with their decision making?

May have to ask the prospect






Observe club or organizational honors displayed in the office.

Is the buyer involved in their community? Do they belong to clubs or professional organizations?






Does the prospect have Does the prospect have hobbies or interests they are hobbies or interests they are proud of?proud of?

Observation of office.Observation of office.






What is the prospect’s personality type? Easy going? All business?

Observation and experience with buyer.






Where did this prospect grow up? Where were they educated?

Look for diplomas. Ask.




Gathering Precall Information:The Prospect’s Organization


What type of business are we dealing with?

Can be gathered from a directory and company web site.






To what market does the company sell?Who are its primary competitors?What does the company make & sell?

Annual reports and company web site.






Salesperson may have to ask for Salesperson may have to ask for this information.this information.

Who and how many vendors does the prospect presently buy from?How much and how long have they been purchasing from their supplier(s)? What challenges is the organization facing?

Prospecting and Pre-approach Module Five. IngramLaForgeAvila Schwepker Jr. Williams Professional...

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