Prospecting in 5 Easy Steps —Farquharson/Tedesco

We’ve noticed a couple things about today’s 20-somethings: First, they really love to communicate—by Facebook and texting. Second, they rarely use their phones to actually talk. To this generation, calling someone on the phone seems to be a forgotten concept, like the Palm Pilot.

Regardless of a person’s age (for the record, Tedesco and Farquharson are both just a hair older than “20-something”), hectic schedules can hinder telephone calls, especially if the call recipient is known to be, err, long-winded. However, try not to fall into the electronic-only communication trap because it doesn’t work, especially in sales!

These five easy steps should help make your phone prospecting process as painless as possible (nice alliteration, eh?).

Step 1: Clearly Define the Goals of Your Tele-Prospecting Program. “Get more leads” is not a clearly defined goal. Instead, tele-prospecting efforts should be squarely focused on lead generation. Maybe you have a hunch that a couple of industries are ripe for your printing services. Develop goals like:

• Investigate, identify and qualify X number of new leads in Y and Z industries;

• Develop qualified leads with X $ of sales potential every month;

• Add X $ in “pipeline” opportunities every month; and

• Make your lead generation objectives so crystal clear that the head honcho, office cleaner and you (sometimes the same person) all understand exactly what you’re trying to do.

Step 2: Acquire and Manage Prospecting Lists. Before prospecting activities commence, set your sights on choosing the right targets. Consider similar companies to current customers in your company’s “sweet spot.” What characteristics do they share? If you have access to an online database tool with SIC Code information, look up their classifications and search for prospects with similar demographic attributes. If you do this, we guarantee you’ll uncover a significant number of businesses ripe for the pickin’.

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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