Even if you have collected the client or prospect profile do not rush into the contact immediately. Plan in advance what you want to communicate and how.
a) Plan the approach
· Develop a direct mail to the prospect:
Who are you?
Why are your services or products special to the prospect?
What does the prospect get, what is the offer?
Give your contact information
· Plan for the follow up call in case the prospect does not contact you within one week
Verify or confirm the real decision takers in the company
Prepare questions to find out the customer need
b) Send the direct mail and make a first phone contact
In the phone contact try to find out more about what the prospect would need or is interested in and which answers he would like to get from you. Use a questionnaire and listen attentively to all indications given by the prospect.
Sample Questions to find out the customer need for the phone contact for potential clients for supply chain management training.
c) Prepare for the visit/presentation
· Appoint the visiting/presentation staff
· Arrange for the travel organisation
· Prepare and adapt the presentation to the specific prospect(s) – see Selling
· Assemble a specific information pack for the prospect(s)
- Institution profile & contact information (business cards)
- Product & services brochures
- Samples or trials of newsletters, publications, database reports, etc.
- Order & subscription forms
- Pricing & general conditions or standard contracts
· Check if necessary equipment & facilities are available in the right quality
· Final confirmation of visit/presentation schedule to prospect(s)