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For many companies a new buyer may be worth tens of thousands of dollars in revenue for an immediate sale and many times that if there are future sales. The most difficult part of the sales process is to find that new potential buyer or prospect and then interest them in trying a product or dealing with a company that is new to them.
Most companies hang a sign saying, “This is us”, “This is what we sell” and “This is our price”. The sign may be a physical sign, an advertisement or a website. If the prospect sees it and is in the market they may investigate further. What about the many prospects who never see the sign or for whom the sign does not say enough to excite their interest?
The Sales Prospector finds prospects for your business.
The Sales Prospector determines What is your product in the eyes of the prospect? a. A vehicle may be a means of getting to work or a work vehicle. b. A particular chemical may harden concrete or improve the clarity of glass. c. A wall may be in need of paint or a wall with peeling paint might be affecting how customers view the success of the business.
What are the features? Consider the number of advertisements you see where price is the only information given. The potential buyer is left with the impression that the only difference between one product and another is price. Prices for similar products may vary for many reasons including the quality and workmanship that went into the product or the ability to have the product in days as opposed to months. If the potential buyer is not aware of these differences and the reasons behind them they are left with the assumption that the products are generic and exactly equivalent with the only difference being price.
What are the personal benefits? The potential buyer must make several choices. To buy or not to buy. To buy this product or to buy that product. To buy now or to delay the purchase. In each case they are looking for a reason that makes sense to them. If I buy, how will it make my life easier, fuller, or less harsh? If I buy this product will the decision come back to haunt me? If I buy now am I spending my money wisely versus all other uses of my money? Benefits are ultimately personal.
Who are the buyers for this product? There are tens of thousands of companies within your trading area. Not all will have a need for your product. Who are the prospective buyers? Who are the decision makers?
Where are they? Knowing the name of a company is one matter, having a means of contacting them is another. Do you know the address, telephone number, e-mail address or other information?
What is the best means of letting them know of your product and its benefits? Some prospects are best contacted by telephone, others through the mail and still others through a third party. Which means is best for the prospects on your list?
The Sales Prospector makes the calls. Have you ever received a telesales call from someone who has a list and a script but knows nothing about you or your needs? Do you want to do business with this company now or ever again? A poor approach can kill an immediate opportunity for a sale as well as opportunities into the future.
The Sales Prospector writes the letters. A poorly written letter or flyer will be tossed into the garbage with only the first few lines being read. The message does not get through and you are left having wasted an opportunity to sell.
The Sales Prospector designs the advertising. Product based advertising will help the selling process if it reaches a person who is in the market to make an immediate purchase. Customer based advertising will excite interest even in those who might not be planning for an immediate purchase. |
