Make An Appointment With The Single Most Important Prospect Who Has The Power to Say Yes

How To Reach The Single Most Important Prospect Who Has The Power to Say "Yes"

By: Arnold Mishkin



ADA Marketing Consultants



Finding The High Value Prospect.



If you are selling high value products or services that are consequential and significant to your prospect's business, calling on the phone is the most effective and often the only method of reaching the decision-maker. When it comes to locating highly qualified prospects there is no substitute for person-to-person contact by phone. It's the fastest, most efficient and one of the least costly methods of finding the person who can say "yes" to your product or service.



What does it take:



1. Using a list of targeted prospects you want to reach.



2. Sorting the list by your most important criteria



Using the SIC Codes (Standard Industrial Codes):



· Geographically

· Sales Volume

· Industry (SIC Categories)

· Age of the Business

· Number o f Employees

· Executive or Owner



3. When calling businesses you can expect to speak to less than 30% of your prospects on your first attempt. It is, therefore, essential to keep detailed records so the information is easily available on your follow-up call. It's best to use an excel format so that you can adjust and sort the columns for your convenience and have room for plenty of notes. You can use the following abbreviations about the call:



· NA - No Answer

· VM - Voice Mail

· MT - In a Meeting

· PH - On the Phone

· TV - Traveling

· NI - No Interest

· CB - Call Back Date

· SC Screened

· LD - Lead #



These abbreviations will allow you to sort thee call-backs in the form that you feel is most important. As an example "CB" (call back) can

be sorted by date and set up as a separate calendar file. "NI" ( no interest) can be removed from the calling list. "LD" (lead #) should be assigned a number and a date and sorted to a separate file. The full description of the company and the nature of the conversation should follow on the line below and color coded for easy access.



4. Creating a short script:



· Introduction (Your Name Your Company and Location)·

· The reason for your call

· Short description of your product or service.

· Ask questions about the prospects business.

· Suggest an appointment.



Your initial introduction should take about 15 to 20 seconds). Ask simple, non threatening questions ( i.e. How long have you been in the business, What is your most popular product? Do you import many of the items you use?). Questions will help you develop the rapport and enhance the conversation. Ask for an appointment at the prospect's convenience. The entire conversation should take no long than three minutes. Allow the prospect to continue talking, do not interrupt, especially if he wants to tell you about his business and has questions.



5. The object of person-to-person marketing is to make as many calls and reach as many high-end business contacts in your target market.

The more calls you make the greater the chances of reaching your prospect. But it's important to stay fresh and alert so that each prospect feels he's the first one you spoke with.



6. Person-to person calling may not produce the huge number of leads as some other marketing programs. However, you'll end up with the very highest quality prospects who have the power to make an immediate decision about your products or services. It will result in reaching the level of executive or owner who are unreachable in any other way !



"It's one thing to have leads, but it's quite another thing to have qualified leads. One's a waste of time, while the other is money in the bank"

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