Whether it is by geography, vertical market or sales volume you should prospect systematically. Reason; none of the good prospects will fall between the gaps, you will get a sense of accomplishment in having covered a specific market segment, and it is more efficient.
Prospecting should be part of your daily activity. Not monthly, or weekly, but daily. If you want a steady supply of prospects, you must have a steady supply of leads. You should not rely exclusively on marketing, advertising, your web site or call-ins for leads. None of them will be as good as the ones you generate yourself.
Invest a couple of hours a day prospecting. It provides some relief from the pressure of face-to face sales calls, and you will be amazed how many suspects you can meet in two hours.
Create a sense of urgency as you prospect. Every conversation, voice-mail, piece of literature should move the suspect to some action, no matter how small. The best way to do this is to offer plenty of benefits.
For example, "Mr./Ms suspect, we have a new/updated/revolutionary/breakthrough/unique/ " (creates urgency)
" idea/program/concept/solution/system " (never "a product")
"that will save you money/make you money/improve productivity." (Benefit)
"I'm offering you an opportunity today to evaluate/see for yourself/judge for yourself/determine " (you are in control, Mr. Prospect.)
"whether or not it will be of benefit and value to you." (Again, answers the WIIFM?).
"Our senior account exec/director of sales/customer relationship manager" (never a "sales rep". This is important.)
"will be in their area tomorrow" (not a week from Friday. This is urgent!)
"Are you in at 7 AM or 8 AM tomorrow?" (Not when do you have time tomorrow. Urgency again).
Invest in your Future; Practice Prospecting - To learn more about this author, visit John Brennan's Website.
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John Brennan
(Visit John's Website)
John Brennan Ed.D.
Dr. Brennan is President of Interpersonal
Development, LLC, a training and
development firm. Interpersonal
Development has provided sales training
and coaching to more than 3,000 sales reps
from over 100 companies.
A native of Australia, Dr. Brennan
received his doctorate from the University
of Rochester. His dissertation researched
the effectiveness of Behavioral Modeling
Technology in training people in
interpersonal skills. While he has spent
most of his career designing or delivering
training, he was also a Vice-President of
Sales of a training and development
franchise with operations in 25 markets.
Dr. Brennan has designed and delivered
sales training in North America, Asia,
Europe, Australia and the Middle East. He
has been a guest speaker at numerous
national and regional professional
conferences.
When Microsoft wanted Best Practices
articles on sales for their web site, they
called Dr. Brennan. The results are at office.microsoft.com/e
n-us/FX011387391033.aspx
His firm’s clients have included Volvo,
The Prudential, Merrill Lynch, Eastman
Kodak, Gannett, Equifax Europe, the
Economist Group and countless small
businesses.
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