2. Penetration Selling -- Penetrating the Marketplace
2. Penetration Selling -- Penetrating the Marketplace
For example, if you were selling a new set of automobile tires, you would want to locate those members of your market public who are already in need of new tires, and are already aware of their need. Or, if you were pioneering a new product, such as the newest generation of cell phone, into your marketplace, for which there is not yet a demand, you would need to take effective steps to create prospects by creating a desire and demand for your product.
The key barriers one is running into in the Prospecting step are:
• How to effectively reach out to one’s prospects, and
• How to attract a response from these prospects once they’ve been reached.
Here one is interested in attracting response from both the actual prospects -- those already aware of their need for what is being offered, and already having a level of interest in acquiring it, as well as from the potential prospects -- those in whom an interest can be developed for what is being offered.
But how does one go about penetrating these barriers? In Penetration Selling, the key tool used to accomplish these tasks is communication.
At a number of points in the sales process, “listening” is the salesperson’s key to success. But when Prospecting, the main direction of your communication needs to be outward. Prospecting is mainly an operation of outflowing! To ensure a sufficient number of prospects, one needs to outflow communicate in whatever quantity it takes to get the job done.
Whether you are operating as a sole practitioner, and have to make all of your own phone calls, send all of your own emails, and design and deliver all of the flyers yourself; or you are backed up by a marketing department that is doing these things for you, in Penetration Selling, the name of the game for effective Prospecting is lots of outflow.
One of the greatest barriers in Prospecting is knowing what will be the most effective message to communicate in your sales promotions! What can you say that will get the potential prospect to respond to your sales promotion -- to reach back and identify himself? For example, should you say that your tires “Last longer than any other”? Or would you get a better response if you mention that you have “The lowest prices in town”? Or perhaps if you let them know that you have “The best warranty available”?
In the wide world of Marketing, one discovers that there are some very highly effective techniques for eliciting responses to one’s sales promotions. To name a few: There is the use of “urgency” (giving the prospect an irresistible reason to step up and inquire now), “frequency” (the technique of repeating your promotional message over and over again) and “ease of response” (providing your potential prospects with a relatively effortless way to call or write-in with a response to your sales promotion).
There is much that could be said, and much that has been written, on the subject of how best to go about penetrating the barriers one runs into on the Prospecting step. But be assured that, as long as you:
• Truly understand what key barriers you are going up against when Prospecting, and you
• Have a firm understanding of what the most workable principles are for penetrating through those barriers,
you should find yourself with a constant and plentiful supply of viable prospects for the goods and services you are offering.
(c) 2007, Harry Frisch, STI Publishing. All Rights Reserved. Penetration Selling is a trademark owned by STI Publishing.
2 Penetration Selling Penetrating the Marketplace - To learn more about this author, visit Harry Frisch's Website.
Like this article? Share it with your friends
The first step of Penetration Selling, Prospecting, is defined simply as locating someone to sell something to. This is where the sales process begins. This is the step in which you, or your organization, locates some likely prospects to whom you can sell your wares. This is ordinarily done by seeking out prospects who are already well aware of their need or want for what you are offering, or by taking steps to create a desire for your products within your marketing area.
For example, if you were selling a new set of automobile tires, you would want to locate those members of your market public who are already in need of new tires, and are already aware of their need. Or, if you were pioneering a new product, such as the newest generation of cell phone, into your marketplace, for which there is not yet a demand, you would need to take effective steps to create prospects by creating a desire and demand for your product.
The key barriers one is running into in the Prospecting step are:
• How to effectively reach out to one’s prospects, and
• How to attract a response from these prospects once they’ve been reached.
Here one is interested in attracting response from both the actual prospects -- those already aware of their need for what is being offered, and already having a level of interest in acquiring it, as well as from the potential prospects -- those in whom an interest can be developed for what is being offered.
But how does one go about penetrating these barriers? In Penetration Selling, the key tool used to accomplish these tasks is communication.
At a number of points in the sales process, “listening” is the salesperson’s key to success. But when Prospecting, the main direction of your communication needs to be outward. Prospecting is mainly an operation of outflowing! To ensure a sufficient number of prospects, one needs to outflow communicate in whatever quantity it takes to get the job done.
Whether you are operating as a sole practitioner, and have to make all of your own phone calls, send all of your own emails, and design and deliver all of the flyers yourself; or you are backed up by a marketing department that is doing these things for you, in Penetration Selling, the name of the game for effective Prospecting is lots of outflow.
One of the greatest barriers in Prospecting is knowing what will be the most effective message to communicate in your sales promotions! What can you say that will get the potential prospect to respond to your sales promotion -- to reach back and identify himself? For example, should you say that your tires “Last longer than any other”? Or would you get a better response if you mention that you have “The lowest prices in town”? Or perhaps if you let them know that you have “The best warranty available”?
In the wide world of Marketing, one discovers that there are some very highly effective techniques for eliciting responses to one’s sales promotions. To name a few: There is the use of “urgency” (giving the prospect an irresistible reason to step up and inquire now), “frequency” (the technique of repeating your promotional message over and over again) and “ease of response” (providing your potential prospects with a relatively effortless way to call or write-in with a response to your sales promotion).
There is much that could be said, and much that has been written, on the subject of how best to go about penetrating the barriers one runs into on the Prospecting step. But be assured that, as long as you:
• Truly understand what key barriers you are going up against when Prospecting, and you
• Have a firm understanding of what the most workable principles are for penetrating through those barriers,
you should find yourself with a constant and plentiful supply of viable prospects for the goods and services you are offering.
(c) 2007, Harry Frisch, STI Publishing. All Rights Reserved. Penetration Selling is a trademark owned by STI Publishing.
2 Penetration Selling Penetrating the Marketplace - To learn more about this author, visit Harry Frisch's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Harry's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Making Life Work 7 Strategies to Take Action Selling Shovels Disciplines of Success Make Attitude Your Ally |
|
 | ||
 |
Top Social Business Blogs
Top Social Entrepreneur Blogs | |
 |
Top 50 HR Blogs 2009
Top 50 HR Blogs 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||