HIGH PERFORMANCE SELLING
HIGH PERFORMANCE
SELLING
MODULE 5
Prospecting Power
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may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 47
HIGH PERFORMANCE SELLING
48 © Brian Tracy. All rights reserved. The contents, or parts thereof,
may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
HIGH PERFORMANCE SELLING
INTRODUCTION
INTRODUCTION
MODULE 5
Prospecting Power
The most important part of selling is prospecting. The “No man was ever
most successful salespeople have the most complete
strategies and plans to develop the highest quality and
honored for what
quantity of prospects who can and will buy within a
reasonable period of time.
he received;
In this lesson, you learn some of the most important
ideas of prospecting and how you can apply them to
your sales work to increase the number of sales you honor has been
make, faster and easier than ever before.
Remember, the key to success in selling is to: “Spend the reward for
more time with better prospects.”
A prospect can be defined as someone who has: what he gave.”
■ A problem that your product or service can
solve; ~ Calvin Coolidge
■ A need that your product or service can satisfy;
■ A goal that your product or service can help
him achieve;
■ A pain or concern that your product or service
can take away
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HIGH PERFORMANCE SELLING
PROSPECTING POWER
1. Prospecting is the most important part of selling:
a. Always be asking, “Where is my next sale coming from?”
b. The top 10% of salespeople open 80% of the new accounts;
c. There are prospects everywhere, but they are not all your
prospects.
2. A good prospect has definite characteristics; you must think through
what they are:
a. A good prospect has a real need for what you are selling;
b. A good prospect has the power and authority to make the
buying decision;
c. A good prospect likes you and your company, as well as your
product;
d. A good prospect can be a multiple purchaser if satisfied;
e. A good prospect is a center of influence, opening doors for you
to other prospects;
f. A good prospect is geographically easy to sell and service.
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may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
HIGH PERFORMANCE SELLING
3. There are seven characteristics of poor prospects that you can use to
sort them out quickly:
a. A poor prospect sees little benefit in what you are offering;
a. A poor prospect has a difficult, negative personality;
b. A poor prospect argues or complains continually about your
price or quality;
c. A poor prospect is one who is happy with his existing supplier;
d. A poor prospect would be a small purchaser of your product or
service in any case;
e. A poor prospect is not a good source of referrals;
f. A poor prospect is difficult to visit or service geographically.
4. There are four keys to prospecting, to thinking through whom you
are going to call on before you begin work:
a.
Specialization — What exactly is your product or service
designed to do; what result does it achieve?
b.
Differentiation — What is your unique selling feature or
competitive advantage?
c. Segmentation — What specific customers in the marketplace
can most benefit from your area of specialization and your
unique selling proposition?
d.
Concentration — Focus all of your energies on your very best
prospects, the ones most likely to buy the soonest.
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HIGH PERFORMANCE SELLING
5. Prospect and customer analysis comes before you begin your
prospecting activities:
a. Ask: Who is using your product or service today? Who will be
using it in the future?
b. Why should someone buy your product at all?
1) Why should they buy it from your company, rather than
from some other company?
2) Why should they buy it from you personally, rather than
from someone else?
c. Who exactly is your customer? Who buys from you?
d. Why does your customer buy? What benefits does he receive?
e. Who or what is your competition for the customer?
f. Why do customers buy from your competition?
1) What advantages do they perceive in buying from your
competitor?
2) What weaknesses do they perceive in your product or
service offering?
g. How can you offset these perceived weaknesses?
h. Who are your non-customers?
1) Why don’t they buy?
2) Why are they non-customers?
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may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
HIGH PERFORMANCE SELLING
6. Describe your ideal customer in as much detail as possible:
a. Location — Where is your customer located, both
geographically and within his or her company?
b. What kind of customer has the most pressing need for your
product?
c. What customers have the most positive attitude toward you
and your company?
d. What are the demographics of your ideal customer — Age?
Education? Income? Position?
e. How can you best convince your ideal prospect to buy?
1) What are the key arguments you can use, in order of
priority;
2) To win the sale, what must the customer be convinced of?
Your job is to keep your sales pipeline full. The more and better prospects you
are working with at any given time, the more likely it is that you will have
the kind of sales you need to be among the top people in your field.
You must always be thinking about better ways to get better prospects. Think
through who they are, where they are, and why they might buy from you.
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HIGH PERFORMANCE SELLING
Now, here are some questions you can ask and answer:
1. What are the three main benefits to you for becoming excellent at
prospecting?
2. Give three characteristics of an excellent prospect for what you sell.
3. Give three characteristics of a poor prospect for your product or
service.
4. What exactly is your product or service designed to do to improve
the life or work of your customer?
5. What are your three unique selling features or competitive
advantages?
6. What specific customers in the marketplace can most benefit from the
special qualities or benefits of your product or service?
7. List three reasons why a potential customer should buy from you
and your company rather than from your best competitor.
What one action are you going to take immediately as a result of what
you have learned in this lesson?
Now, stop the lesson at this point and answer these questions:
1. What are the three main benefits to you for becoming excellent at
prospecting?
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
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may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
HIGH PERFORMANCE SELLING
2. Give three characteristics of an excellent prospect for what you sell:
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
3. Give three characteristics of a poor prospect for your product or
service:
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
4. What exactly is your product or service designed to do to improve
the life or work of your customer?
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
5. What are your three unique selling features or competitive
advantages?
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
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may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 55
HIGH PERFORMANCE SELLING
6. What specific customers in the marketplace can most benefit from the
special qualities or benefits of your product or service?
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
7. List three reasons why a potential customer should buy from you
and your company rather than from your best competitor:
1)____________________________________________________________
2)____________________________________________________________
3)____________________________________________________________
What one action are you going to take immediately as a result of what
you have learned in this lesson?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
56 © Brian Tracy. All rights reserved. The contents, or parts thereof,
may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
