How can you devise the Prospecting Plan that will be most effective for you? Begin by identifying your best prospects. The questions listed in Chapter 5: Defining Your Sales Job will help you accomplish this task. Once you have identified target prospects, find out where and how they “cluster”. Do they belong to specific trade, professional or social associations or organizations? Do they attend specific networking events? Do they serve on boards of directors for certain charities? If you are not sure, ask some of your customers. They will be happy to share this information with you.
Next, decide which types of prospecting activities will provide the best opportunities to interact with your target prospects. Also, try to choose activities that match your talents and interests. If you enjoy your prospecting activities, you will perform them more frequently and effectively. If your prospecting plan includes some activities that you don’t really enjoy, be especially disciplined in how you schedule and perform these activities. Seek training in proven methodologies to improve your effectiveness.
Don’t be afraid to exercise some creativity in your prospecting activities. For example, if you don’t enjoy cold calling for appointments, try cold calling to fill seats for a seminar. Look for low-key ways to interact with your target prospects and get to know them as people. The impact on your opportunity pipeline will be both significant and gratifying.