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Business Development
Checklist |
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Preparing the list: |
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Qualifying the situation: |
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Use the following checklist when building your target list:
- Decide on your selection criteria (Industry, activity, size, geography)
- Verify the list can be purchased with telephone numbers
- Define your decision maker profiles (Job Responsibilities)
- For small companies you can cold call without knowing the decision maker name
- If you are targeting large organisations call first to obtain decision maker contact details and consider an advance direct mail shot to increase your chances of making contact with your target decision maker
- If a no name policy exists, try calling a branch office
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Once you have stimulated interest in continuing the call, structure the call as follows:
- Develop a few more questions to qualify the need for your offer
- Listen carefully and note any comments made
- Do not ask too many questions before selling the benefits of your offer, (around three questions at this stage is enough)
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Cold calling: |
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Selling the benefits: |
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Keep the following points in mind when calling to make initial contact:
- Seek to develop a rapport with the PA or secretary
- Identify each PA by name and obtain direct contact numbers
- Explain “what it is in connection with” by introducing your company and product or service and mention that you are following up an email or letter you sent
- If not available, emphasise the importance of making contact and suggest for a suitable time to call-back
- If necessary first send a letter or email and schedule a call-back
- Ask for direct numbers and email addresses
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Consider the following:
- Never use jargon or lists of features
- Use language that the decision maker will understand
- Mention specific business benefits
- Mention existing customers in the same industry or who would be well known to establish credibility
- Ask for the result you want (Order, sales appointment etc.)
- You may need to do have a 2 stage process if you are selling a complex product or service where some study will be needed before closing the sale
- If necessary send an information pack first to give time to study your offer (email is best with a pdf attachment)
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Introducing the Call: |
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Closing: |
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You have a very short period (around 30 seconds) to create an impact and retain interest in your call. The following key points are critical to your success:
- State your name, company and the purpose of the call
- Verify that you are speaking to the correct person
- If not obtain the correct contact details and close the call
- Ask one open question that will retain the decision maker’s interest in continuing the conversation. (When do you plan to replace?…. How important would it be to improve?….)
For further information contact Bill Egan at : Telephone :+353 1 8060500 (Mobile) +353 86 2506540 |
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Inertia is often the biggest barrier to overcome. You need a plan to handle all common objections, pricing queries and obtaining a definite commitment Emphasise the value by positioning the price
- We give a 3 year guarantee which would cost only £xx per month
- We expect over 1,000 visitors to the exhibition and a stand would only cost you £xx per visitor
Consider a deadline for a special offer (e.g. we are going to print today and I can only offer this price up to 2pm) Use the “Assumptive” technique
- I can send that to you next week, would that be suitable
- Who should I send the invoice to
Use the “Alternative” technique
- Would you prefer delivery on Tuesday or Thursday
- Would you prefer conference accommodation in hotel x or y Hotel x is at the conference site but is booking up
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