Download - Chapter 7 (.ppt)
7 - 2
ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Some questions answered inSome questions answered inChapter 7Chapter 7
Why is prospecting important for effective selling?
Are all sales leads good prospects? What are the characteristics of a qualified prospect?
How can prospects be identified?
How can the organization’s promotional program be used in prospecting?
How can an effective lead qualification and management system aid a salesperson?
How can a salespersonovercome a reluctance to prospect?
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Am I a prospect?Am I a prospect?
Do I have a want or a need that the purchase of the salesperson's product can satisfy?Do I have the ability to pay?Do I have the authorityto buy?Can I be approachedfavorably?
You need to answer 5 questions:
Am I eligible to buy?
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Steps in the selling processSteps in the selling process
Prospecting
Collecting precall information
Making the approach
Discovering needs
Making the presentation
Responding to objections
Obtaining commitment
Follow up
.............................Lead
..............Prospect
......Customer
Exhibit 7.1
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Sources of leads: endless-chainSources of leads: endless-chain
Exhibit 7.3
Wayne O’Sullivan
Contractor
Elizabeth Shick
Banker
Steve Jones
Barnett Bank
Linda Clinton
Lawyer
Mary Swain
Administrator
Ronald Deck
Accountant
Linda Strand
Contractor
David Craig
Engineer
Frank Hartjen
Lawyer
Jim Smith
County Schools
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Sources of leads: center-of-influenceSources of leads: center-of-influence
Information flowsInfluence flows
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Sources of leadsSources of leads
1. Lists and directories
2. Center-of-influence
3. Cold calls
4. Letters
5. Promotional activities
Assume you are prospecting for a job when you graduate. Which of these
methods would be most useful?
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Sources of leadsSources of leads
Additional sources of leads:
1. Satisfied “customers”
2. Endless chain
3. Networking
4. Internet
5. Shows (job fairs)
6. Spotters (employment agencies)
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Prospect listsProspect lists
Assume you belong to a social organization on campus that needs to recruit new members.How would you develop a prospect list?
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
North America Industry Classification North America Industry Classification System (NAICS)System (NAICS)
NAICS provides common industry definitions for Canada, Mexico, and the U.S. which facilitate the measurement of economic activity in the three member countries of NAFTA.
NAICS is replacing the Standard Industrial Classification System, a system which had been in place for more than 50 years.
NAICS is consistent with the International Standard Industrial Classification of All Economic Activities, published by the United Nations, to facilitate measurement of global economic activity.
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
North America Industry Classification North America Industry Classification System (NAICS)System (NAICS)
Broadcasting andtelecommunications
Radio and televisionbroadcasting
Wire telecommunications
carriers
Paging
Cable networks andprogram distribution
Telecommunications
Wireless telecommunication
carriers, except satellite paging
Telecommunications
resellers
Satellite telecommunications
Other telecommunications
Cellular and other wireless
telecommunication
2 DigitIndustry Subsector
3 DigitIndustry Group
4 DigitIndustry
5 Digit U.S.National Industry
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Using NAICSUsing NAICS
Assume you are about to graduate from college.How would you use the NAICS system to help you locate prospective employers?
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Resolving conflicting adviceResolving conflicting advice
Assume your company sends you, via email, the names and addresses of leads who registered with your firm’s web site that day. All of the leads sent are in your territory and your firm expects you to quickly follow-up with these leads.
However, your sales manager suggests that such leads are a waste of time. S/he instructs you to make cold calls instead, saying “Cold calling got me where I am today. It will for you too!”
What would you say in response?
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology
Any questions about the terminology?Any questions about the terminology?
Banner advertisingBird dogBlitzBounce-back cardBuying communityCenter-of-influence methodCold callCold canvass methodDatabasesData miningEndless-chain methode-sellingExclusive sales territoriesHouse accountsInbound telemarketingLeadLead management systemLead qualification system
NetworkingNorth America Industry Classification System (NAICS)Outbound telemarketingPostcard packPrequalificationProspectProspectingQualifying a leadReferred leadSearch enginesSelling deeperspamSpotterStandard Industrial Classification (SIC)Systems integratorTelemarketing
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ChapterChapter77
Questionsanswered
What isA prospect?
Sourcesof leads
NAICS
Conflictingadvice
Terminology