accudata's webinar prospecting tutorial final

The power of partnership.The power of partnership.

Sales Training Series

How to Prospect

Training Module Run Time: 23 minutes

Welcome

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What you will learn from this tutorial:

• Prospecting rules and best practices

• How to use various methods

• The importance of the right mindset

Complex Deal Sale Cycle

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Get In the Door

•Right person?•Right time?

Discovery

•Understand the problem/ needs of the customer?

Validation

•Desire state?•Compelling reason to change?•Favorable to our solution?•Validated Approval Process?

Propose

•Compelling reason to buy from you?

Close•Decision makers on-board?•Handled objections?•When are they ready to buy?

Prospecting Realities

There is no silver bullet

Planning + Professionalism + Effort + Timing = Success

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What is the Goal of Prospecting?

• Find qualified leads

−Have a problem that you can solve

−Willing to act

−Have authority to make decisions

−Have money

• Engage those leads in a dialogue/get in the door

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Rules of the Game

Litmus Test:How would you react to a similar

approach?

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• Common sense

• Make it personal

• Keep it short

• Have a call to action

What Does Not Work

• Spam

• Hard sell

• Spoofing

• Voicemail

• Annoying tactics

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Compelling Reason to Contact

• Don’t call unless you have a compelling reason!

−In the news…

−Idea to help their business…

−Industry/economic event impacting their business

−Referral

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Prospecting Methods

Pros Cons

Email •Non-threatening•Can do off hours• Easy for prospect to reply

• Spam filters•Getting noticed

Phone (Cold Call)

• Interactive •Business hours only•Difficult to catch someone live•Uncomfortable

Trade Show • Interactive• Target audience• People attend to network

• Frequency•Cost

Personal Networking

• Trust factor • Frequency• Level of effort

Social Media Networking

• Efficient•Can do off hours• Target audience

•Multi-step process

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Email / Letter Best Practices

• Need to build trust, credibility by end of second paragraph

−Establish boni fides by relating success story / how you

solved a problem

• Don’t start selling – say you are interested in understanding

their needs

• Include a call to action

−I will be calling you on….

Sample Email

SUBJECT: I have an idea I would like to run by you….WIFM

Dear ____,(My company) helps companies like Applebee’s, Outback Steakhouse, and The Cheesecake Factory increase store visits and acquire new customers. Credibility

In response to the difficult economy, we have developed new data solutions that improve identification and targeting of prospective customers. I assume that as the VP of Marketing, you are looking for ways to make your direct marketing programs more effective. Relevance

We would like to engage you in a conversation to see if there might be an opportunity to improve your current situation. I will be calling you on June 12th to discuss our idea with you. Don’t sell…call to action

Thank you for your time and consideration.

Regards,

Ed Giordano

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Cold Call Best Practices

First response is to get you off the phone…

• You must answer

− Who are you?

− Why are you calling me?

− Why should I care?

− How long will this take?

Phone Call Example

Cold call to VP of Marketing at family restaurant chain

• What to look for…

− Intro (who am I, why am I calling?)

− Risk mitigation

− Relevance

− Call to action

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Objection Handling

• You have to expect and welcome objections…..

• Objection handling process –Example of “no need”

1. Prospect: “I’m already using (Competitor X) and I’m very

happy with the results.”

2. “You know, a lot of our clients used to feel that way,

however after giving ___________ (your company name) a

try, they found us to be far more responsive and cost

effective. You can see for yourself… just give us a try! What

types of projects are you currently working on?

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Trade Shows / Industry Conferences

High Risk – High Reward

• Prepare to Succeed!

−Establish a target list

−Create goals

−Have a connection plan (Booth, Set meetings, Networking

events, seek out

− Have a pitch for each type of connection

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Trade Shows / Industry Conferences

• Have a pitch for each type of connection

Sample Networking Conversation…

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Personal Networking

90%+ of all net new customers come from referrals /warm

introductions!

• Business is Relationships

• Invest in your Network!

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Personal Networking Opportunities

• Leverage personal contacts

• Industry Events

• Charity Work

• School Functions

• Social Engagements

• Catch Up Calls

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Personal Networking Tools

• Elevator Pitch

• Approach

• Questions

• Pay it Forward Philosophy

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Research

Should be done for both formal and informal networking

• Google Search

• Linkedin

• Call someone who knows your target

Follow-up

You MUST follow-up after every networking

conversation…

• Within 24 hours

• Cite something specific you talked about

• Re-affirm next steps commitments made

• Keep it short

What is Social Media?

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Mindset

“The best cold call pitch is the one you believe in.”

- Old School Sales Manager

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Prospecting Summary

• There is no silver bullet

• Follow the rules

• Employ a mix of methods

• Have a winning mindset

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The power of partnership.The power of partnership.

For Further Information:

Call your sales rep

800.732.3440 | info@accudata.com