A story is told, of a miner who searches for precious gems. He begins by asking "Where is the best mountains to mine precious stones?" He could use an aircraft or even satellite photos to get the big picture of region's topography. A careful overview of the whole section of terrain leads him to a specific range of mountains that promise him the greatest success. Then he goes deep into the mountain and begins to pick away at specific veins of mineral rich-earth.
If the miner had begun digging in a randomly chosen hole, without first getting a board overview, his efforts would have been counterproductive.
Similarly and often, in sales management training courses, companies prefer to emphasize on such issues as; closing the sale, effective presentation skills, and use of visual aids and so forth. However ,this is done at the total exclusion of one the basic and perhaps most important aspect of selling-prospecting.
The following are a few key elements in the process of analyzing and identifying potential customers for your products:
1. CANVASSING: This is the first stage, where you identify prospects ,their size, location and type of business, through market research.
2. SELECTION: In this phase, you have to start choosing prime prospects, by considering the following criteria:
NEED-no matter how aggressive you sales talk, your time is wasted if the effort is towards prospect who has no need for your products.
MONEY-your aim must be to select a prospect with the requisite buying power. One who is able to afford and pay for your products.
AUTHORITY-You must target to sell to a prospect that has the authority and power to buy. Do not be misled by interested prospects that do not have the muscle, to do business with you.
Any prospect, who does not meet the above requirements, should not be considered.
3. OPEN TO BUY: You must rigorously pursue your prospects and emphasize your sales effort prospects that have the need to buy and buy now. These are ready customers and the opportunity must be seized.
4. CONVERT: This is the phase or stage when you have successes in converting a prospect to a customer and a sale is made.
THOUGHT FOR THE DAY.
Success=nothing lacking and nothing missing.
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