Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Fundamentals of Selling
Document related concepts
Transcript
Prospecting—The Lifeblood of Selling McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 6 6-3 Chapter 6 Main Topics 6-4 The Tree of Business Life: Prospecting The Sales Process Has 10 Steps Steps Before the Sales Presentation Prospecting—The Lifeblood of Selling Where to Find Prospects Planning a Prospecting Strategy Chapter 6 Main Topics 6-5 Prospecting Methods Prospecting Guidelines The Referral Cycle Call Reluctance Costs You Money! Obtaining the Sales Interview Wireless E-mail Helps You Keep in Contact and Prospect Chapter 6 The Tree of Business Life: Prospecting T T T T T TT T T T T Builds Guided by The Golden Rule, remember: People buy from those they know Relationships 6-6 and trust. Prospecting is not easy unless you focus on helping, not selling. People who trust you give referrals. Referrals take the burden of prospecting off the salesperson. Referrals are earned through integrity, trust, and character. Exhibit 6-1: The Selling Process Has 10 Important Steps The sales process is a sequential series of actions 1. Prospecting 2. Pre-approach/planning 3. Approach 4. Presentation 5. Trial close 6. Determine objections 7. Meet objections 8. Trial close 9. Close 10. Follow-up 6-7 Exhibit 6-2: Before the Sales Presentation 6-8 Steps Before the Sales Presentation Prospecting Appointment Planning Rule of thumb: 40% preparation 20% presentation 40% follow-up 6-9 Prospecting–The Lifeblood of Selling Prospecting – identifies potential customer Lead – name of a person or organization (also referred to as a suspect) Prospect – qualified person or organization 6-10 Prospecting — The Lifeblood of Selling Prospecting – identifies potential customers Lead – might be a prospect Prospect – qualified person Is prospect MAD? Does he or she have: Q1. Money to buy? Q2. Authority to buy? Q3. Desire to buy? …Then, prospect is Qualified The Prospector Has the Most Challenging Sales Career This is the “order getter” who: Finds a lead Converts the lead into a prospect Sells one day, and Sells in the future too WOW! That is a challenge. 6-12 Some Prospect, Some Do Not Many salespeople prospect: both those selling business-to-business and those selling to consumers. Examples are: Financial services, such as life insurance Real estate 6-13 Some Prospect, Some Do Not, cont… Many organizations do not prospect. Examples are large consumer goods firms as General Mills* and Colgate*. * products and associated images used for illustrative purposes only 6-14 Compensation for the Salesperson that Prospects is Often: Based upon 100% commission – if you do not sell, you do not earn. 6-15 Compensation for the Salesperson that Does Not Prospect is Often: Based upon mostly salary with a small bonus and expenses such as car and office supplies paid If you do not sell you still get paid…but not for very long. 6-16 Where to Find Prospects Sources may be varied or few. Persons selling different services and goods might not use the same sources. 6-17 Planning a Prospecting Strategy Prospecting requires a strategy. It is a skill that can be constantly improved 6-18 Exhibit 6-4: Prospecting Methods that Work! 6-19 Prospecting Methods E-prospecting on the Web Individuals Organizations (1)Cold Canvassing – law of averages (2)Endless Chain – customer referral Customers and customer referrals best sources of future sales (3)Orphaned Customers (4)Sales Lead Clubs 6-20 Prospecting Methods, cont… Prospect Lists – trade pubs, list-selling firms Become an Expert – get published (5)Public Exhibitions and Demonstrations (6)Center of Influence Direct Mail (7)Telephone and Telemarketing Observation (8)Networking (center-of-influence people) 6-21 Exhibit 6-5: The Processing System Within a Telemarketing Center 6-22 Exhibit 6-6: Reports From a Telemarketing Center to Other Marketing Groups Within the Firm 6-23 Prospecting Guidelines Three criteria are: 1.Customize to fit each prospect’s needs 2.Concentrate on high potential customers 3.Call back on no-buys 1. Always keep knocking on prospects’ and customers’ doors to help them. 6-24 Referrals Are Used in Most Prospecting Methods Eight of the twelve popular prospecting methods directly ask for referrals. Referrals can be directly used in: Cold canvassing Endless chain customer referrals Orphaned customers Sales lead clubs Public exhibitions and demonstrations Center of influence Telephone Networking 6-25 The Prospect Pool Prospect Pool – group of names gathered from various sources 6-26 Exhibit 6-7: Components of the Prospect Pool 6-27 The Prospect Pool Leads – know very little or nothing about Referrals – learned from referrer Orphans – company records Your customers – most important prospects 6-28 The Referral Cycle Provides guidelines for when a salesperson should ask for referrals Obtaining referrals is a continuous process without beginning or end. The parallel referral sale: Sell the product to person Obtain prospect name(s) from person 6-29 Exhibit 6-8: The Referral Cycle: When to Ask for Referrals 6-30 The Referral Cycle cont… The secret is to ask correctly during referral cycle The preapproach contact phase Mention personal contact The presentation Build rapport (high-context cultures), explain agenda Product delivery contact phase Service and follow-up contact phase – customer service Ongoing opportunities to maintain contact with customer Don’t mistreat the referral Be professional Follow through on what you have told referral Don’t Mistreat the Referral Mistreatment can have a ripple effect. The mistreated referral tells your customer – you may lose both! Remember to follow the Golden Rule. 6-32 Treat the Referral Like a Customer Once you have sold the referral, and gotten more referrals, ask this new customer to contact the referring customer on her experience with the salesperson. Now you have two customers giving referrals. This can create an endless chain of referrals quickly filling your prospect pool with only customers and referrals. Now, no more cold calling! 6-33 Call Reluctance Costs You Money! Call reluctance refers to not wanting to contact a prospect or customer. For many salespeople, owning up to call reluctance is the most difficult part of combating it. About 40% suffer at some point 6-34 Call Reluctance: How to Conquer the Fear 6-35 Obtaining the Sales Interview The key factor in selling process is obtaining a sales interview. Appointment making: Telephone appointment Personally making the appointment 6-36 The Telephone Appointment Plan and write down what you want to say Clearly identify yourself and your company State the purpose of your call and outline how prospect may benefit from the interview Prepare brief sales message – stressing benefits over features and only enough info to stimulate interest Do not take no for and answer – be persistent Ask for an interview so you can further explain benefits Phrase your appointment request as a question 6-37 Personally Making the Appointment Believe in yourself Develop friends in the prospect’s firm Call at the right time on the right person Do not waste time waiting 6-38 Wireless E-mail Helps You Keep in Contact and Prospect No one needs constant contact with the home office, customers, and prospects more desperately than a sales representative. 6-39 Summary of Major Selling Issues The sales process involves a series of actions beginning with prospecting for customers: Find prospects to contact Obtain appointments Plan the entire sales presentation 6-40 Summary of Major Selling Issues, cont… Popular prospecting methods: Cold canvas Endless chain methods Public exhibitions and demonstrations Locating centers of influence Direct mailouts Telephone and observation Salesperson must develop ways of getting to see the prospect. 6-41 End of Chapter 6 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 6
