In the last lesson we studied about the sales cycle. Now let us study the prospecting step in detail.
Efficient organization of time and thorough planning of work are earmarks of above-average salespersons. They look for ways to “stretch” productive selling time. They arrange travel and call schedules to economize on time spent enroute and distance traveled. They make appointments to avoid prolonged waiting for callbacks. They do not waste time trying to sell to people who cannot buy or are not likely to do so. The planning work, which is essential in eliminating calls on non buyers, is called “prospecting.”
Improvement in prospecting is one way to stretch productive selling time. Many sales personnel devote too little time to prospecting and, as a consequence, too much to calling on non prospects. Salespersons who are proficient in prospecting apply their selling efforts productively; they do not call on no prospects and can devote their full attention to those likely to buy.
Some companies use specialized personnel for prospecting, but most regard it as one of the salesperson’s responsibilities. Even though salespersons may not to “all” the prospecting, they often have access to information on likely prospects that is not available to central office personnel.
Steps in Prospecting
The steps in prospecting are
- Formulating prospect definitions,.
- Searching out potential accounts,
- Qualifying prospects and determining probable
- Requirements, and
- Relating company products to each prospect’s requirements
