{"id":5578,"date":"2010-07-09T09:35:51","date_gmt":"2010-07-09T14:35:51","guid":{"rendered":"http:\/\/37d57f8fa2.nxcli.io\/blog\/?p=5578"},"modified":"2010-07-09T09:17:04","modified_gmt":"2010-07-09T14:17:04","slug":"sales-prospecting","status":"publish","type":"post","link":"https:\/\/www.marketingforsuccess.com\/blog\/sales\/sales-prospecting\/","title":{"rendered":"Prospecting Isn’t a Dirty Word"},"content":{"rendered":"

For too many people in business sales prospecting<\/a> for clients is like fishing with only a string and a pole. They know if they throw something out there, they\u2019ll draw attention. What they don\u2019t understand is that you must first be at the right fishing hole. And, second, that you have to use bait that the fish you\u2019re trying to catch like.<\/p>\n

Let\u2019s address the right fishing hole first. Answer this question: Who is your ideal client? You should be able to list at least five criteria of your ideal client without even blinking an eye.<\/p>\n

The answers might be something like this:\"sales<\/a><\/p>\n

1. Between the ages of 25 and 35.<\/p>\n

2. Married.<\/p>\n

3. Living within 5 miles of my retail location.<\/p>\n

4. Has school-aged children.<\/p>\n

5. Drives at least 30 miles per week.<\/p>\n

If you can\u2019t list at least five characteristics of the people who you need to reach, your business isn\u2019t going very far very fast. To get your answer quickly, consider your top three existing clients. What do they have in common? The answer to that question will get you started.<\/p>\n

Then, start picturing your clients. Are they grandmas? Business people? Teenagers? Start thinking about them as categories of clients. You just might have a service that teens enjoy, but who invests the money in it? Grandma, mom and dad. So, you\u2019ll need more than one marketing strategy to make sales, won\u2019t you?<\/p>\n

Next, you need to know how to reach these people.<\/p>\n

If you sell to soccer moms, where will you find them besides soccer fields? Grocery stores. Gas stations. Quick-Stop stores. Car washes. Sporting goods stores. You can advertise on the bulletin board at the local car wash or grocery store\u2014preferably ones that are close to soccer or baseball fields. Even better, sponsor a local kids\u2019 team. The parents feel obligated to use the services of those who help pay for uniforms, equipment, programs and the various fees involved in children\u2019s sports.<\/p>\n

If you sell to those who earn very high incomes, where will they be found? Country clubs. The marina. Nice restaurants. Where should you advertise? Where they\u2019ll be found, of course. Okay, it might not be feasible to advertise at<\/em> the country club, but you can certainly advertise in publications that will be found there.<\/p>\n

Advertise where the other companies of your caliber advertise. Check to see if you can invest in the mailing list of everyone who docks a boat at the local marina. Mailing lists are often available if you ask at the right place.<\/p>\n

No matter who your future product purchasers are, you can get the names of new ones from existing clients. All you need to do is ask. Don\u2019t ask if they know anyone. Ask \u201cWhat other parents of the soccer players might have a need for new tires?\u201d \u201cWho do you most enjoy playing golf with at the country club, Mr. Stevens?\u201d<\/p>\n

Or, even better, offer existing clients special discounts or bonuses for sending in new clients. I\u2019m sure you\u2019ve heard or seen advertising where existing clients are offered a 10% discount or free car wash for sending in three new clients. They\u2019re given coupons with codes on them to hand out to others. You don\u2019t have to go crazy with this costing you money. You might offer a free $5 Starbucks gift card or a coupon worth a discount on the service of a neighboring business.<\/p>\n

Chances are that the neighboring business will reciprocate on your behalf. The key to bonuses is to offer something good enough that the client will think it\u2019s worth their while to find others to send your way even if it\u2019s just in a passing conversation.<\/p>\n

Once you wrap your mind around the information covered here, you\u2019ll know where to find the best fishing holes and what bait to use!<\/p>\n

– Tom<\/em><\/p>\n\n\n\n
About Tom Hopkins
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