MKT 340 Lecture 10: 2,1,1 notes
31 May 2018
School
Department
Course
Professor
I. Prospecting (Hot >>>>> Cold)
• Referrals (BEST)
• client introduces you to somebody else
• Transfer of trust, transfer of friendship
• Effectiveness ratio: 1:3
• COI (Centers of Influence)
• Someone who has not bought from you but is in a poistion to refer you
• Ex: you’re in real estate (architect: COI)
• Leadgroup: group of non-competiting professionals who change names
• Effectiveness ratio: 1:10
• Networking
• Civic marketing: group of people who gather together for a common purpose
(alumni association)
• Ratio: 1:50
• 4 Common Characteristics
• Tend to meet once a month in a social setting
• Fee/Dues (if they don’t charge it’s probably not worth joining)
• Different levels of memebership (basic entry, premium)
• Multiple committees
• 2 Types of people
• Drink and to date
• For prospecting plans
• Tips
• Regarding the organization
• Only join orgs that you believe in
• Limit the number of orgs you join (2 appropriate)
• Memembership committee because you meet
people in a constant basis
• Don’t skip meetings, should get yourself known
• Try to join at the highest level memebership
possible
• Be patient
• Regarding how you conduct yourself at these events
• Try to make one new friend at each meeting
• Don’t discuss business because you can’t control
that atmosphere
• Personalized Mission Statement: benefit
statement of what you do for a living (don’t
go deeper)
• Don’t give out business cards (goal is to collect)
• Jot down at the back of their business card that will
help you remember them (likes golf)
• Mailings
• Ratio: 1:100 (the 1 you get isn’t that great)
• Cold Calling (WORST)
• Calling people unannounced
• Ratio: 1: 250
II. Approaches For Developing Knowledge
• Tap the Knowledge of Sales Experts
• High numbers
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