Module 7 • Prospecting
Influence centres can be attorneys, doctors, ministers, actors/actresses, dentists, bankers, social workers, successful business people, sports stars etc..
Examples are: Charlize Theron for Dior, Lady Gaga for Versace, Christiano Renaldo for Nike.
VIDEO: Do celebrities influence what people buy (part 1 and part 2). (Although the videos are from 2010, they are still applicable today).
http://www.youtube.com/watch?v=IJTDBUVXmgI
http://www.youtube.com/watch?v=e6I63g35xB8
Activity 1: Class discussion: 1. Can you think of more influence centres? 2. Can you think of examples where influence centres have made mistakes and the brand had to end their contract with the celebrity?
1.3 Personal contact and observation
One of the most successful techniques of prospecting is that of personal observation by the salesperson of everything happening around him, and the personal contacts he makes daily.
1.3.1 Personal observation
The “eye and ear” approach that the alert salesperson uses is an excellent source of prospects. This is achieved by carefully listening to what people are saying and talking about. It may be a conversation in an elevator, office grape-wine chat, a comment on the street or at a sport practice. A successful salesperson will make the most of these opportunities. It includes conversations/comments such as:
• “Opened a new business” Ask yourself “what are the needs/requirements of the new business, will they need some products from our product range, for example office furniture, copiers, scanners, computers etc.?”
• “Building a new house” • “Doing renovations” • “The washing machine broke” • “New baby” • “Pension” • “Inheritance” • “Being promoted”.
All these people are leads to potential prospects with a need for specific products/services that must be satisfied. Observation of the environment and changes that occur, such as a new office complex, new houses being built, residential areas re-zoned as business premises, an accident and personal observation of things around the salesperson and of other people and their possessions, can provide leads to good prospects.
1.3.2 Personal contact
Social contact with friends, neighbours, fellow club-members (soccer/cricket/golf), church members and business acquaintances are good prospects if they need the salesperson’s product or service. If they do not use your product, they are good sources for references to other prospects. The salesperson must treat these people in the same professional way as other prospects.
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