SALES REPRESENTATION
ANDREW ZIELINSKI, MBA
www.accrongroup.com/fengyeschool/
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MODULE 6: PROSPECTING
3.
Review - Determining a Sales Territory
Types – geography, vertical, sector, channel, product line
 Qualifying – volume, motivation, spread, your capacity
 Strategies for Maximizing – research, hub, distances,
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frequency of call
REVIEW
Activity 6.3.1
Individual Work
1.
2.
3.
Create a Word document,
Activity631_FirstName_LastName.docx in which to save all
answers to the questions in this exercise
Create two questions that you should ask yourself when
thinking about establishing a sales territory
List two ways in which you can get to know your sales territory
REVIEW
Activity 6.3.1 (Continued)
Individual Work
4.
On Monday morning, your supervisor tells you that he
recommended you to four prospects and you need to meet with
them all, this week. They are in La Tuque, Donnacona, Becancour,
and Baie-Saint-Paul. You work out of Drummondville
a)
b)
What challenges does this geographic spread posses? Explain
In what order will you visit these prospects? Indicate, in kms, the distance
that separates each destination that you must visit (starting from
Drummondville)
REVIEW
Activity 6.3.1 (Continued)
Individual Work
5.
Indicate the three regions that you would select in order to conduct
prospecting activities if you represented the following products.
Explain your answers. Consult online tools to justify your answers
a)
Snowmobiles
Regions: ____________________________________
Explanation: _________________________________
b)
c)
d)
e)
The casino at La Malbaie
School books for college and university
Dentist chairs
Physical security services
REVIEW
Activity 6.3.1 (Continued)
Individual Work
6.
For the following questions, access the government web sites that
were mentioned in the previous slides of today’s class
a)
b)
Your supervisor asks you to recommend two sectors in the Mauricie region
for good prospecting likely customers for a portable car shelter (Tempostyle). Use QUANTITATIVE data to support your recommendations
Your supervisor asks you to recommend two areas in the Quebec City
region that would be good for selling residential solar panels, for onefamily homes. Use QUANTITATIVE data to support your recommendations
NOW, YOU DO IT!
Activity 6.3.2
Team Work
1.
2.
3.
4.
5.
Create teams of TWO
Each team needs to select, in secret, a product or service, write it
down on a piece of paper and hand it in to teacher who will put it in
a container
Another container will hold more pieces of paper representing the
17 administrative regions of Quebec
Each team of two students will then pick one piece of paper from
each container
Download from class web site Activity 6.3.2 and complete it with
your partner, using the two pieces of paper
MODULE 6: PROSPECTING
Module Summary (36 Hours: 3 - 3.5 Weeks)
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4.
5.
6.
7.
Defining a Target Customer Base
Determining a Target Customer Base & Building a Database
Determining a Sales Territory
Communicating in Writing with Target Customers
Communicating by Telephone with Target Customers
Meeting in Person with Target Customers
Post Mortem and Follow-Up
Competency Achieved: How to develop prospects within a given
sales territory
MODULE 6: PROSPECTING
4.
Prospecting Using the Written Word
1.
2.
3.
Winning Strategies
Types of Letters/Emails
Steps to Preparing Prospecting Correspondence
MODULE 6: PROSPECTING
1.
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Winning Strategies
As a basis for conveying key written prospecting concepts, this
section uses the example of traditional mail and email
Written communication, in an official capacity, today, is mostly by
email
However, written communication for PROSPECTING extends beyond
traditional mail and email
Prospecting through writing enables low-coast and highly effective:
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Product, Service, Brand Awareness
Initial introduction to you, to your company, and its products and services
Mass communicate key product features and benefits, promotions, new
product introductions
Set and confirm events and meetings
MODULE 6: PROSPECTING
2.
Types of Letters/Emails
a)
b)
c)
Prospecting
Request or Confirmation of a Meeting
Follow-up
MODULE 6: PROSPECTING
Type – a) Prospecting
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Low cost
Must be very focused
What it can do:
Promote a new product
Raise visibility of your expertise
Showcase your advantages
Survey customer demand in a territory
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What it does:
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Breaks the ice
Establishes a first contact
How it should be:
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Well constructed
Pleasant to read
Be lively and with a hook
Automatically confers your credibility
MODULE 6: PROSPECTING
Think about…
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What is your goal?
Who is your target customer?
What is the content of the message to be sent?
What value, advantage, or benefit do I want to convey?
What is the best timing for my prospects to receive this
communications?
Marketer’s Tip
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It’s not enough to send a letter out only once to a prospect.
Send three letters over three months
Over time, leaves an impression of familiarity
After three letters, call to make an apointment
MODULE 6: PROSPECTING
Content of a Written Prospecting Letter
1.
2.
3.
4.
5.
6.
7.
Date
Address
Call phrase – like a slogan to attract attention, in bold
First Paragraph – state the objective of your letter
Second Paragraph – main part of letter, concisely and
effectively convey main benefits
Salutation – Brief summary and your signature
Post-Script – short phase used as a call to action
AIDA – attract Attention, raise Interest, elicit Desire, call to Action
MODULE 6: PROSPECTING
Type – b) Request or Confirmation of Meeting
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Often sent after a first contact has been successfully
established
Could be a different way of getting to a hard-to-reach prospect
Cuts costs by avoiding more costly travel to customer for a cold
call
Always personalize the letter by including the name, address,
and title of the prospect
Propose more than one or two availabilities for their selection
Propose to meet at their office
In a letter of confirmation of meeting, ask/confirm that date
and time of meeting to which you both previously agreed is still
amenable
MODULE 6: PROSPECTING
Type – c) Follow-up/Re-Launch
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After two letters in which you varied the style
Can also be sent to previous customers that have not purchased in
some time
Assumes prospect always knows you and/ or your brand
Make them a special offer of some kind to call them to action
Marketer’s Tips
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Not so familiar, out here!
Keep the tone professional
Use “vous,” when sending correspondence in French
Use a professional tone and wording
No emoticons
Keep It Simple and in a familiar format
MODULE 6: PROSPECTING
3.
Steps to Preparing Prospecting Correspondence
1.
2.
3.
Plan
Draft
Edit
MODULE 6: PROSPECTING
1.
Plan What You Want to Say
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Ensures your communication goals are actually met
Helps to flush out unnecessary or repetitive phrases
Requires you to think ahead for not only what to say but also
how to say it
MODULE 6: PROSPECTING
2.
Draft Your Text
November 2013
Mr. John Smith
John Smith Enterprises
641 Victoria
Sherbrooke (Quebec) J1J 3B3
What do Jean Coutu pharmacies and IGA Supermarkets in your area have in common?
Mr. Smith,
All these high-value brand name businesses trust ABX Advertising to find effective and affordable
advertising strategies that increase their sales volume and bottom line. Why not do the same?
This is why I would like us to meet.
MORE CUSTOMERS COMING TO YOU
With the power to increase your visibility, you will draw hundreds of new customers to you and
solidify your position as market leader in your area.
MODULE 6: PROSPECTING
ADAPTED TO YOUR BUDGET
In addition, our 20+ years serving SMBs, like yours, we can effectively work with you towards
your business objectives while maintaining your budget requirements
LISTENING TO YOUR NEEDS
Lastly, ABX Advertising offers personalized and results-oriented service that ensures your needs
are always heard and respected by our entire team of more than a hundred employees who, like
you, work hard to build economic prosperity in our region.
The best way to reach me is by phone at: (514) 123-4567. Let’s discuss the winning advertising
strategies that would work best for you.
Jerry Seinfeld,
President
ABX Advertising, Montreal
P.S.: Call before December 1st, 2013, to take advantage of our season promotion – 10% off
regular cost of 2014 advertising package!
MODULE 6: PROSPECTING
Sample Letter 2: Reference Promotion
April 2, 2014
Mr. Alvin Smith
Real Estate Agent
345, River Road
Quebec (Quebec) 58A 8S1
I have a $100 Cheque Written to Your Name!
Mr. Smith,
I a convinced that you know someone that would like to purchase a swimming pool, For each homeowner name that you
refer to me and that purchases a swimming pool from me, I will send you a $100 cheque.
Your references get service and installation adapted to their budget and you get $100. On my end, I get new customers
and a new partner. Think about it. Send me references and I will offer them professional service that you have made them
accustomed to.
Eagerly,
Jane Doe
Sales Director,
Just-for-You Custom Swimming Pools
P.S.: Call me at 450-123-4567 for a free beach parasol with no obligation on your part.
MODULE 6: PROSPECTING
Sample Letter 3: Confirmation Letter
October 5th, 2014
Mr. Gilles Léveillé
Entreprise RST
789, rue des Erables
Ville Fleurie (Quebéc) J0Y 9K0
Sir,
I am happy to confirm our meeting on Monday, October 10th, at 10am, at your office. This first
meeting will help us to get introduced and determine if my company has the necessary
capacity and expertise to make your XYZ product.
As agreed, I am enclosing a video tour (on DVD) of our manufacturing facility.
Respectfully,
Frank Amdur
Sales Director,
Just-in-Time Manufacturing Services
MODULE 6: PROSPECTING
Sample Letter 4: New Product Introduction Letter
February 8, 2014
Ms. Lise Gauthier
Entreprise JKL
789, rue des Tulipes
Ville Fleurie (Quebéc) J0Y 9K0
A new Product Line with Margins Well-Above Market Average!
Ms. Gauthier,
We have been business partners for some time so you know our company and our excellent level of customer service. With
the launch of our latest product we can further increase our respective bottom lines!
One of our sales representatives will be in your area between February 25th and March 7th. We would be happy to show
you the new products at that time.
I will call you during the week of February 15th to confirm a date and time for product demonstration.
Best Regards,
Arlene Diamond
Sales Director,
Consolidated Products Ltd.
P.S.: Call me at (987) 123-4567 for a free sample kit!
MODULE 6: PROSPECTING
3.
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Edit
At minimum, SPELL CHECK your document!!!
Here is a checklist of items to help you review your draft
Done
document:
Content meets initial objectives
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If a prospecting letter, all 7 elements are included
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If a prospecting letter, all AIDA elements are present
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Ideas flow in a logical manner
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Ideas are clearly expressed, in short and wellstructured sentences
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There is a date
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No spelling mistakes
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Level of language is appropriate
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Punctuation is correct
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Signature included (as required)Spell check and
grammar checking tools have been used
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My contact information appears in the text
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MODULE 6: PROSPECTING
In Summary…
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Personalize your message: address yourself directly to your
prospect by name
Write as though the prospect was physically in front of you
Present your main idea up front
Use positive sentence structures (“Call me without delay”
instead of “Don’t wait before calling us”)
End your communication with a call to action, with a sense
of urgency
NOW, YOU DO IT!
Activity 6.4.1
Writing for Prospecting
1.
2.
3.
Select three companies and list their name and contact
information
Imagine that you are a sales representative for a company
that can sell them a product or service
Draft a written communication for each of the following
companies:
a.
Prospecting letter to the first company that you listed, above Imagine
that you have an amazing offer for them. Keep to the standard
business letter format. Prepare a plan for the letter. Then, draft the
letter
NOW, YOU DO IT!
Activity 6.4.1
Writing for Prospecting
b.
c.
4.
Draft a confirmation letter to the second company that you listed
above. Imagine that you have a meeting with this person soon. Prepare
a plan for the letter. Then, draft the letter
Draft a re-launch letter to the third company you listed. Imagine that
this customer has already purchased your product or service and that
it has been a while since they last ordered. Use as a pretext that you
have something new to present. Prepare a plan for the letter. Then,
draft the letter
Save all your work as: Activity641_FirstName_LastName.docx