Generating Sales Leads - Greater Paterson Chamber of Commerce
Transcription
Generating Sales Leads - Greater Paterson Chamber of Commerce
Fundamentals of Professional Sales Getting in the Door Objectives After completing this session, you will be able to ► Identify effective ways to prospect and network ► Describe the characteristics of a qualified prospect ► Use direct mail and phone follow-up to initiate contact High Impact Prospecting High Impact Prospecting 1. “Nothing happens until somebody prospects.” 2. “Nothing happens until somebody sells something.” High Impact Prospecting What is prospecting? ► Prospecting ► Prospecting is the first step in the selling process. means looking for sales opportunities to sell your product or service. High Impact Prospecting Why Prospect? ► Companies grow from the sale of their products and services. ► The sale of their products and services is dependent on prospecting; the business cannot grow without prospects. ► Companies often hire inside sales people to identify qualified prospects, make the initial contact and set up an appointment. Using Prospecting Methods Wisely ► ► Sales representatives use a variety of prospecting methods to find qualified leads: ► Cold canvassing / Cold calling ► Direct mail ► Networking/Social Networking ► Trade shows ► Internet lead generators Using a combination methods wisely generates the best results Prospecting Methods that Work Networking ► Access to company insiders ► Applies to selling products and services or your job search ► Social networking sites bring networking to a whole new level. Networking Tips ► The best networkers look for ways to help people not ways to sell people. ► Your aim is to “give first!” ► Network in places where you feel the most at ease. ► Don’t attend a social event just for the sake of networking. ► Be approachable and enjoyable to talk to. Places to Network ► Chamber of Commerce ► Trade Organizations and Associations ► Industry Events ► Leisure Activities (sporting events, hobbies) ► Charitable Events What’s the Point? The key point is: that you don’t get business from your friends….you get business from the friends of your friends. Social Networking Sites ► Social networking sites provide salespeople with a way to network through the Internet: – Face book – LinkedIn Qualifying Leads Qualifying Prospects What is Qualifying? ► Qualifying prospects is a technique used by salespeople to minimize the number of “no” responses from the prospect and maximize the number of “yes” responses. ► This qualifying technique applies when selling to consumers (B2C) or businesses (B2B). ► How you qualify consumer prospects differs slightly from how you qualify business to business prospects. ► It is critical to take the time to qualify your prospects. Qualifying Prospects Effective qualifying requires that: ► You ask questions ► You do your research ► You do NOT assume or jump to conclusions Notes Qualifying is NOT assuming or stereotyping. Our assumptions can get us in trouble. Qualifying prospects Who is a qualified prospect? A qualified prospect is someone who ► Has a need or desire to buy ► Has the money to buy ► Has the authority to buy Strategic Approach Compile a List of Leads Appointment with Decision Maker Send an Introductory Letter Phone Call or Foot Canvass Using Technology ► Internet lead generators are a good way to manage the Prospecting Process. Initiating Contact Initiating Contact ► Powerful Introductory Letter opening with problem and solution! ► Easy to read Lots of white space Short and to the point Bulleted key points ► Addressed to the stakeholder ► Contain a benefit statement ► Contain a Call to Action Objectives You can now ► Identify effective ways to prospect and network ► Describe the characteristics of a qualified prospect ► Use direct mail and phone follow-up to initiate contact Homework ► Create a scenario for real company and product/service. – Identify the company. – Identify the product or service. – Describe a qualified prospect. What makes this person or company qualified? – Identify a networking opportunity to connect with someone in this company. – Envision your follow-up phone call and draft what you would say.