9 developing and qualifying prospects and accounts - …kisi.deu.edu.tr/sumeyra.kurt/mrk...

11/3/2016

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9Developing and Qualifying Prospects and Accounts

MANNING AHEARNE REECE© Pearson Education Limited 2014

Learning Objectives

• Discuss the importance of developing a prospect or account

• Identify and assess important sources of prospects and accounts

• Describe criteria for qualifying prospects and accounts

• Explain common methods of collecting and organizing prospect and account information

• Describe the steps in managing the prospect or account list

9-2© Pearson Education Limited 2014

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• The main purpose of a salesperson is not to make sales, but to create customers.

• Gerhard Gschwandtner, of Selling Power

• Do you agree?


What is the main purpose of a salesperson?

• Identifying and developing potential customers• Prospecting• Account development• Business development

• Who is a prospect?• An individual or business who meets the qualification

criteria established by you or your company


Prospecting

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• Drive sales opportunities by staging introductory sales meetings, product demonstrations, and on-site meetings for the field sales organizations

• Work an assigned enterprise account list

• Proactively identify revenue-generating customers via email campaigns and outbound phone calls

• Collaborate with marketing, support, sales management, product management, and account management to maintain an effective level of prospecting activity and pipeline growth


Position Description - ADR

• One-time need

• Movement outside of territory

• Customer business failure or merger

• Buyer employee changed positions

• Competition gained customer


Causes of Customer Attrition

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Figure 9.2 “Ferris Wheel” Model

• Increase the number of people or accounts who board the Ferris wheel

• Improve the quality of the prospects who board the Ferris wheel

• Shorten the sales cycle by quickly determining which of the new prospects are qualified prospects – qualified as to need, authority to buy, ability to pay, and authority to purchase the product


Improving the Quality of Prospecting

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• Referrals

• Friends and family

• Directories

• Trade publications

• Trade shows

• Direct-response marketing

• Website

• Databases

• Cold calling

• Networking

• Educational seminars

• Non-sales prospecting

© Pearson Education Limited 2014 9-9

Sources of Prospects


Prospecting with Special Events

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Trade Shows

• LinkedIn

• Twitter

• FollowerWonk

• TweetDeck

• HootSuite

• SproutSocial

• And more….


Prospecting with Social Media

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• In cold calling, salespeople select a group of people they believe will make good prospects and then call upon them (by phone or personal visit).

• Cold calls rely upon “elevator presentations”• 30 second message that summarizes you, your company,

and your product line


Cold Calling

• Meet as many people as you can

• When you meet someone, tell them what you do

• Do not do business while networking

• Offer your business card

• Edit your contacts and follow-up


Identifying Good Referrals

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Figure 9.3 Networking Model

Qualifying is the process of identifying prospects who appear to have a need for your product and should be contacted.


Qualifying Prospects

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• Does the prospect or account

• have a need for my product?• have the authority to buy my product?• have the financial resources to buy my product?• have the willingness to buy my product?


Qualifying Questions


Figure 9.3 CRM Account Report

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• Sales intelligence goes beyond sales data• Insight about marketplace• Prospect firm• Competitors


Sales Intelligence

• Account analysis enables salespeople to estimate the sales potential for each prospect


Managing the Account Base

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Figure 9.6 The Portfolio Model


Figure 9.7 CRM Sales Funnel

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Figure 9.8 Pipeline Dashboard

• Why do salespeople need to develop a prospect base?

• Where do prospects come from?

• What criteria can salespeople use to qualify prospects?

• How can salespeople organize prospect data?

• How can salespeople best manage the prospect base?


For Review

9 developing and qualifying prospects and accounts - …kisi.deu.edu.tr/sumeyra.kurt/mrk...

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