DeWese--Turning a Grazer into a Hunter
2. Prospecting must be a habit. Habits are things that recur with predictable frequency, like, say, daily. Since habits recur, they are generally things that you get better at over time.
At the request of my son, I recently gave a young bank sales specialist some tips on gaining our corporate bank accounts. I am chairman of the company and the majority shareholder, but my job is hunting. One of my partners handles the administration, so he gets to pick which bank we use. I carefully told the young banker how to approach my partner and what bank services he should emphasize. I told him that my partner was hard-nosed, but fair, and that he was on his own.
He never called. My partner never heard from him. I haven't heard from him. He simply never called. Millions of dollars pass through our bank account and he never called.
3. Prospectors must have a database of qualified suspects. There's no worse feeling than being motivated to prospect—all psyched up that you are a hunter—and you've got no one to call. Printing equipment salespeople should find it easy to get a list of every printing company in their territories. It's also easy to get the names of the equipment decision-making CEO, CFO and plant manager. It's a little tougher for printing salespeople to get the names of print buyers.
4. Suspects must be converted into prospects. Suspects are companies that you think may buy the kind of printing you produce. Prospects are companies that you know can and will buy the kind of printing that you produce. Suspects are either converted into prospects or discarded through a series of questions and information gathering. Over time, successful hunters amass huge amounts of information about their prospects. They know that he or she who controls the information controls.