【正文】 lines on other issues. 4. Buyers are constantly getting calls from salespeople and do not have the time to see them all. 5. Gatekeepers in any anization screen their bosses’ calls and are often curt and even rude. 1 The Challenges of Prospecting Strategic Prospecting (Figure ) Sales Lead Qualified Prospect Prospect Salespeople must develop leads into prospects Salesperson must do homework on pany… “Will it be a profitable account?” “Does the buyer have genuine interest in our offering?” 1 The Challenges of Prospecting Locating Prospects ? External Sources ? Referrals ? Introductions ? Community Contacts (Centers of Influence) ? Organizations ? Nonpeting Salespeople ? Visible Accounts ? Internal Sources ? Company Records ? Lists and Directories ? Advertising Inquiries ? Telephone Inquiries ? Mail Inquiries ? Inter or World Wide Web ? Personal Contact ? Observation ? Cold Canvassing ? Trade Shows ? Bird Dogs (Spotters) 1 The Challenges of Prospecting Qualifying Prospects 1. Can benefit from the sales offering. 2. Have the financial wherewithal to make the purchase. 3. Play an important role in the purchase decision process. 4. Are eligible to buy based on a fit within the selling strategy. 5. Are reasonably accessible and willing to consider the sales offering. 6. Can be added to the customer base at an acceptable level of profitability At a minimum, qualified prospects are those who: 1 Obtaining Precall Information on the Buyer (Exhibit ) Information Needed How to Collect Information The prospect’s name and title Correct spelling and pronunciation Can be gathered by asking the receptionist or secretary or gatekeeper to verify information. Is this prospect willing to take risks? Are they confident with their decision making? May have to ask the prospect Is the buyer involved in their munity? Do they belong to clubs or professional anizations? Observe club or anizational honors displayed in the office. Does the prospect have hobbies or interests they are proud of? Observation of office. What is the prospect’s personality type? Easy going? All business? Observation and experience with buyer. Where did this prospect grow up? Where were they educated? Look for diplomas. Ask. 1 Gathering Information on the Prospect’s Organization (Exhibit ) Information Needed How to Collect Information What type of business are we dealing with? Can be gathered from a directory. To what market does the pany sell? Who are its primary petitors? What does the pany make and sell? Annual reports. Who does the prospect presently buy from? Do they buy from a single vendor? Multiple vendors? How long have they purchased from their suppliers? What problems does the pany face? What volume does the pany buy? What is the anization’s financial position? Salesperson may have to ask for this information. 1 Determining Other Buyer’s Influences (2:45) 1 Planning the Initial Sales Call Establishing Presentation Objectives 1. Getting the order is the ultimate objective. 2. To introduce the salesperson and his/her pany. 3. To obtain personal and business information. 4. To provide pany literature. 5. To conduct a needs assessment. 6. To demonstrate a new product offering. 7. To provide postsale service. 1 Planning the Initial Sales Call Approaching and Initiating Contact Introduction Approach Productivity Approach Benefit Approach Question Approach Referral Approach Compliment Approach Survey Approach 1 Assessing the Situation and Discovering Needs through Questioning Skills Assessment Questions Discovery Questions Activation Questions Projection Questions Transition Questions Figure – The Adapt Process 1 Questioning and Listening… the key element of good munication 1 Module 8 Developing the Relationship 1 Steps in Developing the Relationship Approach Determine Needs Select Presentation Presentation Handle Objections Earn Commitment FollowUp 1 Steps in Developing the Relationship Approach 1 Steps in Developing the Relationship Approach (1:28) 1 Steps in Developing the Relationship Approach Determine Needs 1 Selecting Appropriate Customer Offerings by Assessing Needs ? Needs result from the a discrepancy between an actual and desired state of being. ? Needs may be classified as: Unrecognized – customer is unaware or has dismissed as trivial Potential – customer statements of general problems, difficulties, and dissatisfactions Confirmed – customer states that they are ready to take action ? The emphasis is on determining customer needs and then creating or selecting customerfitted solutions to satisfy those needs. 1 Selecting Appropriate Customer Offerings by Assessing Motives ? Functional Motives ? Driven by price, quality, and service a salesperson can supply ? Psychological Motives ? A buyer’s habits, emotional stress, and confidence 1 Selecting Appropriate Customer Offerings by Assessing Competitive Situation Understanding a petitor’s strengths/weaknesses allows the salesperson to put the best solution forward. 1 Steps in Developing the Relationship Determine Needs (1:28) 1 Steps in Developing the Relationship Approach Determine Needs Select Presentation 1 Types of Sales Presentations ? Canned Presentations ? Organized Presentations 1 The Trustbased Selling Process: A NeedsSatisfaction Consultative Model (Figure ) Information Gathering Approach Presentation Handling Resistance Earn Commitment Followup 100% Relative Participation Rate Need Development A D A P T S E L L % Time