Module Five
Prospecting and Pre-approach
Learning 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.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Setting the Stage
Using Questions to Qualify
Potential Customers
1. What are the two categories Mike
Ciccheto uses to organize his
prospects?
2. Why does Mike categorize his
prospects?
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Why Buyers Won’t See Salespeople
1.
2.
3.
4.
5.
They may have never heard of the
salesperson’s firm.
They may have no need; they just bought the
product category.
The buyer may have their own deadlines on
other issues.
Buyers are constantly getting calls from
salespeople and do not have the time to see
them all.
Gatekeepers in any organization screen their
bosses’ calls and are often curt and even rude.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Prospecting
Sales
Leads
Screening
Procedures
for Qualifying
Leads
Qualified
Prospects
Professional Selling:
A Trust-Based Approach
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.
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Popular Prospecting Sources & Methods
External
Internal Sources
Sources
Personal
Contact
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Referrals
Company Records
Observation
Introductions
Lists
and Directories
Cold
Canvassing
Community
Advertising
Inquiries
Trade
Shows Contacts
(Centers
of Inquiries
Influence)
Telephone
Bird
Dogs (Spotters)
Organizations
Mail Inquiries
Non-competing
Internet or World Wide
Salespeople
Web
–
Visible Accounts
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Importance of Effective Prospecting
Suppose it takes 10 leads to generate one
qualified prospect
100
Leads
And suppose it takes 10 qualified prospects
to generate one customer
You would need 100 leads to generate one
customer.
One
Customer
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Importance of Effective Prospecting
The better the lead generation method, the
higher the proportion of qualified leads.
50
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
One
generate one customer.
Customer
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
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.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect
Is this prospect willing to take
risks? Are they confident with
their decision making?
May have to ask the prospect
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect
Is the buyer involved in their
community? Do they belong to
clubs or professional
organizations?
Observe club or organizational
honors displayed in the office.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect
Does the prospect have
hobbies or interests they are
proud of?
Observation of office.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect
What is the prospect’s
personality type? Easy going?
All business?
Observation and experience with
buyer.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect
Where did this prospect grow
up? Where were they
educated?
Look for diplomas. Ask.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
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.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect’s Organization
To what market does the company
sell?
Who are its primary competitors?
What does the company make & sell?
Annual reports and company web
site.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Gathering Precall Information:
The Prospect’s Organization
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?
Salesperson may have to ask for
this information.
Professional Selling:
A Trust-Based Approach
Module 5:
Prospecting and Pre-Approach
Ingram
LaForge Avila
Schwepker Jr. Williams