MKTG 313 Chapter Notes - Chapter 9: Ferris Wheel, Sales Process Engineering
Chapter 9 MKT 313
factors to improve the quality of the prospecting effort
1. increase # of people or accounts who board the ferris wheel
2. improve the quality of the prospects who board the ferris wheel
3. shorten the sales cycle by quickly determining which of the new prospects are
qualified prospects--- qualified as to need, authority to buy, ability to pay, and
authority to purchase the product
referral
is a prospect that has been recommended by a current customer or by someone
who is familiar w/ the prospect
endless referral chain
is an open-ended question asking a longtime customer who they know may want
the same product sold to them
referral letters
similar to the endless chain where the existing customer lists the name and
address of prospective clients
referral cards
preprinted card in which the long term client signs their name and the
perspective client's to mail
referral organizations
are organizations that salespeople use for future clients (Knights of Columbus use
members to sell insurance)
center of influence method
involves establishing a relationship with a well-connected, influential person who
is willing to provide prospecting info.
trade shows
products common to one industry are typically displayed and prospects visit the
booths and talk with exhibitors
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