Fundamentals of Professional Sales
Getting in the Door
Objectives
After completing this session, you will be able to
►
Identify effective ways to
prospect and network
►
Describe the characteristics
of a qualified prospect
►
Use direct mail and phone
follow-up to initiate contact
High Impact Prospecting
High Impact Prospecting
1. “Nothing happens until somebody prospects.”
2. “Nothing happens until somebody sells something.”
High Impact Prospecting
What is prospecting?
► Prospecting
► Prospecting
is the first step in the selling process.
means looking for sales opportunities
to sell your product or service.
High Impact Prospecting
Why Prospect?
► Companies
grow from the sale of their products and
services.
► The
sale of their products and services is dependent
on prospecting; the business cannot grow without
prospects.
► Companies
often hire inside sales people to identify
qualified prospects, make the initial contact and set
up an appointment.
Using Prospecting Methods Wisely
►
►
Sales representatives use a variety of
prospecting methods to find qualified leads:
►
Cold canvassing / Cold calling
►
Direct mail
►
Networking/Social Networking
►
Trade shows
►
Internet lead generators
Using a combination methods wisely generates
the best results
Prospecting Methods that Work
Networking
► Access
to company
insiders
► Applies
to selling products
and services or your job
search
► Social
networking sites
bring networking to a
whole new level.
Networking Tips
► The
best networkers look for ways to help
people not ways to sell people.
► Your aim is to “give first!”
► Network in places where you feel the most
at ease.
► Don’t attend a social event just for the
sake of networking.
► Be approachable and enjoyable to talk to.
Places to Network
► Chamber
of Commerce
► Trade Organizations and Associations
► Industry Events
► Leisure Activities (sporting events,
hobbies)
► Charitable Events
What’s the Point?
The key point is:
that you don’t get business from your
friends….you get business from the
friends of your friends.
Social Networking Sites
► Social
networking sites provide
salespeople with a way to network through
the Internet:
– Face book
– LinkedIn
Qualifying Leads
Qualifying Prospects
What is Qualifying?
► Qualifying
prospects is a technique used by salespeople
to minimize the number of “no” responses from the
prospect and maximize the number of “yes” responses.
► This
qualifying technique applies when selling to
consumers (B2C) or businesses (B2B).
► How
you qualify consumer prospects differs slightly from
how you qualify business to business prospects.
► It
is critical to take the time to qualify your prospects.
Qualifying Prospects
Effective qualifying requires that:
► You
ask questions
► You
do your research
► You
do NOT assume or jump to conclusions
Notes
Qualifying is NOT assuming or stereotyping.
Our assumptions can get us in trouble.
Qualifying prospects
Who is a qualified prospect?
A qualified prospect is someone who
► Has
a need or desire to buy
► Has
the money to buy
► Has
the authority to buy
Strategic Approach
Compile a List
of Leads
Appointment with
Decision
Maker
Send an
Introductory
Letter
Phone Call or
Foot Canvass
Using Technology
► Internet
lead generators are a good way to
manage the Prospecting Process.
Initiating Contact
Initiating Contact
► Powerful
Introductory
Letter
opening with problem and
solution!
► Easy
to read
Lots of white space
Short and to the point
Bulleted key points
► Addressed
to the stakeholder
► Contain
a benefit statement
► Contain
a Call to Action
Objectives
You can now
►
Identify effective ways to
prospect and network
►
Describe the characteristics
of a qualified prospect
►
Use direct mail and phone
follow-up to initiate contact
Homework
► Create
a scenario for real company and
product/service.
– Identify the company.
– Identify the product or service.
– Describe a qualified prospect. What makes
this person or company qualified?
– Identify a networking opportunity to connect
with someone in this company.
– Envision your follow-up phone call and draft
what you would say.