Veteran sales people claim your ability to close sales is directly related to the quality of your prospects. So, the first step to completing a sale is finding qualified prospects - people who need the products or services you offer and are able to make purchases.
You will need to actively find prospects if you are selling services, such as accounting or web design, or if you are selling products from somewhere other than a retail location, such as direct sales. Even if you sell products from a retail location, you will need to select the right location for your store so that good prospects find it easily.
Here are some of the most popular prospecting methods.
Referrals from Satisfied Customers
Referrals from satisfied customers are highly effective because you have an endorsement as an introduction. Also, research time is saved because the potential customer has already been identified as an interested, and most likely qualified, customer who can benefit from your product or service. Your behavior is now a reflection on the customer who referred you, so don't let them down. Be sure to promptly follow up on any referrals from customers. And, thank them for their referrals.Community Clubs/Organizations
Use your contacts from clubs and organizations to which you belong. If you are not active in community organizations, join some. It is a great way to meet prospects and get known within your community.Small Business Networking Organizations
Consider joining tip clubs or networking groups formed for small business owners or sales people to share sales leads.Trade Shows
Exhibit at trade shows attended by your target audience. Follow up on sales leads from the show. The purpose of trade shows, after all, is to bring interested purchasers together with sellers.Contests
Hold a contest to gather the names of people who show interest in your products. For example, at a trade show booth ask visitors to drop a business card in a fish bowl for a chance to win a free product or service from your company. That way, you will get the names and addresses of prospects as well as an opportunity to showcase your service to the contest winner. Contests and prizes should be appropriate for your business, industry and target audience.Purchase Mailing Lists
You can purchase mailing lists of all kinds and in many forms. Contact a list broker for more information. Look in the Yellow Pages or check with professional sales or marketing organizations for suggestions of good list brokers in your area.Develop a Personal Mailing List
Develop your own mailing lists from sources such as the Yellow Pages, professional association directories or other sources.
There are many other ways to identify prospects. This is a creative process so use your own ingenuity to come up with methods that work for you.
Once you've identified potential prospects, you will need to gather information about the prospects to continue your evaluation of them as qualified prospects and to prepare for meeting with them. It is also wise to prospect and qualify by phone as a preliminary to making the actual sales call.
