FINDING BUYERS ( PROSPECTS )
Finding prospects is key to successful selling. Here are 12 ways to get the required
leads.
- Get Referrals from existing
client who is satisfied with you. But a satisfied client may not be able to judge
who among his friends may be ready to buy your product or service. A better way is to ask if he belongs to any
professional organization, social clubs, community association etc. If the
client is in an office building with other offices, ask if he knows anyone else
in the building. Since most of us surround ourselves with individuals who have
similar interests, needs, preferences and pastimes, when you ask referrals this
way, your client only has to give you the names and not make any judgments. The
best time to ask for referrals is immediately after the sale is made. At this
point the customer’s enthusiasm, satisfaction and confidence in you is at the
highest point. Because referrals are so important in selling, staying in
contact with old clients is essential. Call them from time to time to see how
they are doing; stop in to see them occasionally; send them birthday or
seasonal greeting card and let them know you always remember them.
- Network and tap
your own center of influence and ask your friends, relatives, neighbors,
associates … and get from them the names of the potential buyers for your
product or services.
- Trade Leads with other salespeople who
sell in the same market as you do.
- Lists are readily available through
local chamber of commerce, newspapers, professional organizations, trade
associations, export promotion bureau, social clubs etc.
- Trade Directories and Yellow Pages allow
access to specific industry or specific professions
- Prospecting by Telephone can be an effective
tool in seeking and reaching prospects but be aware of how you sound and the
words you use. A prospect cannot see you and your product or your brochures.
You must sound enthusiastic and paint a clear picture of opportunity. You must set
time each day when you will make your calls. The important thing is to get the
name of the right person for you to contact as well as the secretary’s name.
When calling back, it is sometimes helpful to get through to the person you
want to speak to by having the secretary’s name. For example, ‘ Hello Sara, is
Mr. Ali in?’ This gives the impression that you know the secretary as well as
Mr. Ali. In some cases, even though she does not recognize your voice, she will
put through, not admitting that she forgot who you are. This might give you an
edge in getting to Mr. Ali.
- Canvassing is used when you are
finished with a sales call and you are in an office building with time before
your next scheduled appointment. Walk into other offices that you think can use
what you are selling and introduce yourself. You might get an opportunity to
speak with a prospect. At least, you can find out who the prospect is, leave
your business card and let him know that you will follow up with a telephone
call.
- Direct Mail. Send letters or samples
with a note attached stating that you will be calling for an appointment. People
often hand write a personal letter on plain paper without a letterhead because
the prospect has to read the first few lines to find out who you are. If you
are smart in your approach, you will get him to read the entire letter. To be
successful, you must follow-up your direct mail campaign with a phone call.
This will increase your chances of getting an appointment and will serve as a
vital part of your prospect qualification process. Remember direct mail should
be used to supplement your prospecting methods and not be used as a stand alone
method to gain new leads.
- Special promotions. A good place to
get prospects is at trade shows and exhibitions. These are usually industry-sponsored
and potential prospects attend them. They give best opportunities to follow-up
the prospects you meet, face- to-face at the show. Consumer shows are
different. These are not usually industry-sponsored and are usually open to the
public. They can be auto shows, home- improvement shows, book fair etc.
However, if you are selling a product or service that is consumer-oriented,
these shows will be the best place to meet prospects. They draw a lot of people
and where there are people, there are prospects. Pick the ones that will
benefit you best.
- Newspapers
articles give information about people and their
companies. They report on who has been hired, promoted and who is moving into
the area. They also run employment ads that might mean the company is
expanding.
- Old
customers. Most product and services have a life cycle and it is your
job to determine when your prospect will be in the market again. If you sell
products with a predictable life cycle such as automobiles or air travel, you
can build up an active client base and periodically you have another group of
prospects. If the product or service you sell has a long life cycle or is
one-time sale, you can become the client’s sole supplier by keeping in touch with
him. When other people ask him where they can get a particular item or service,
it will be you he remembers. If there have been any improvements on the product
or service, inform your customers. You might get them to upgrade. They are
already qualified buyers and it is human nature to want the newest and the
best, especially if the new product can save them money and time.
- Testimonials
can benefit many promotional activities including the use of brochures, direct
mail, ads, press releases. A testimonial is a statement by a satisfied client appreciating
you and your services. A typical testimonial might state: “Thanks for the
excellent job you did on our sales training program. It was creatively executed
and after just one month, we have realized an 18% increase in sales across the
board. I thank you, my sales people and our president thanks you.” Some people
believe that the best testimonial is one that has not been solicited. This
occurs when a satisfied client writes a letter thanking you for a job well done,
with no prompting on your part.
QUALIFYING THE BUYERS (PROSPECTS)
Who?
has the most obvious need for your products or services? Who has the money to
buy your products or services immediately? Who has the most urgent need to buy
your products? Who has influence on the
prospects you are able to identify?
Where? Where do your ideal prospects live, work, socialize, worship or
play? Where can you find useful mailing lists of people who fit your ideal
prospect profile? Where can you find directories from which you can form your
own lists? Where could you go to contact new prospects?
Why? This helps you set up priorities so as not to waste your time in
qualifying prospects. Why would the prospect be likely to buy your product or
service? Why would the prospect resist buying your product or service? Why
might this time be good (or bad) to approach the prospect? Why would this person be likely to set up an appointment with you?
What? These questions, if properly used can boost your qualifying
average. What will the prospect find most beneficial about your product or
service? What information could you present, or what questions could you ask
would most likely get the prospect to talk about his needs? What more do you
need to know about the prospect? What information should you gather about the
prospect before you meet with him? What is the single biggest problem the
prospect has?
When? This question is about timing. When is the best time to contact a
prospect ? When is the most productive time from the prospect’s viewpoint? When
is the prospect most likely to give you the time you need? When should you
contact the prospect again if your first efforts were not successful?
How? You will not be able to ask many meaningful “How?” questions if you
have not fully explored the other five. How can you be sure that you are doing
a good enough job of follow-up prospecting? (Look at the Who? questions again.)
How can you use your prospecting time more productively? (The “Where?”
questions can help you here.). How can you sharpen your prospecting and
qualifying skills? (Hint: Search for creative ways to put your products and
services to good use. Look at the “Why?” questions.) How can you best approach
your prospects? (“Think about the “What?” questions – What will they want to
hear?) How can you make more time for meaningful prospecting and qualifying the leads
you generate? (The “When?” questions will give you a good indication of
effective time management.)
