Actualités
Although often put aside by sales people, prospecting operations are essential to business development but can involve several difficulties that must be well mastered in order to optimize the time and means devoted, and thus gain in efficiency.
To succeed in prospecting actions, you need to be trained to know how to :
Get through the telephone switchboard or the assistant;
Qualify your contact;
Conduct the call;
Respond to objections raised;
Suggest a meeting;
The prospecting action is divided into several stages that can be adapted according to the targeted objectives:
Preparing the call: objectives and agenda. Write if necessary;
Call the contacts;
Prepare the next steps: follow-up meeting, mission definition. In accordance with the objectives set beforehand;
Follow-up actions (e.g. if the objective was to take a meeting, call back a few days before for confirmation…)
The environment and organization of our industries make good preparation essential. Indeed, projects are built around multicultural structures, with fragmented sectors and multiple decision makers. The targeting, qualification and interview preparation phases must therefore be meticulously prepared.
The preparation
The preparation of a prospecting campaign is a crucial step that will determine its success rate. Mastering the subject is a considerable asset to appear serious and credible in the eyes of prospects.
KISS = keep it short and simple
What is the objective of the call?
What is the agenda?
What is the expected output?
With the objective in mind, prepare the questions.
The call
Follow the process defined in the preparation to achieve the objective of the call.
Each person may have their own tone, but the overall pitch is defined in advance to be as effective as possible, and a few tricks can be used to make it easier to get information.
Qualifying the contact
The qualification of the contact is done through several filters that should allow to determine if this contact is the right person to reach the set objectives. This step is essential, as it allows us to define whether the contact is in charge of the subjects that will be discussed. It is a step that professionalizes your approach and positions your speech to your contact. Several points are to be studied from the most global to the most precise:
The company
Its sectors: which one? / its location? / its establishments?
General organization of the company
Activities of the company
The department, the business unit:
Which department?
Activities and organization of the department?
Number of people?
Who are the decision makers, the managers of the team?
Contact
Telephone: direct line and mobile
Check the email address
Check position, scope and interest
To whom is this contact accountable?
With all these keys in hand, the Surfeo team is able to carry out targeted, effective and, above all, personalized prospecting actions according to the objectives defined with the customer.
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