This is a talk-through more than formal presentation and prompted discussion in our sales meeting. Please don't judge it on grammar or spelling as it's very informal.
Mike's hitchhiker's guide er unscientific prospecting guide
1. Mike’s Unproven and Unscientific
Tips for Hitchhiking and Identifying
Potential Accounts for KSHE-95
KSHE-95 Sales Meeting Series #2
November 5, 2012
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2. OR …
KSHE-95 Sales Meeting Series #2
November 5, 2012
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3. What filters would the KSHE-95 GSM use to
filter an account prior to:
• A DAPVALY double check,
• Target account form,
• CRM entry,
• Any TSL-it (Time Spent Lingering in
thought)?
KSHE-95 Sales Meeting Series #2
November 5, 2012
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4. 1 – Do they have any money to spend on
marketing?
• Should I hit Media Monitors? X-Ray? Other
sources? Billboards? Valpack? Newspapers?
SEO?
• Do their competitors spend? Cable?
• Does my past experience with the category tell
me something about their ability to spend?
• Am I trying to invent an ad budget?
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5. 2 – Is the owner going to be a pain to work with?
• How do my people skills match up with the owner or decision
maker?
• What has my past experience been with owners and decision
makers in this category?
• Does the owner buy because of a relationship or because it’s
the right business decision?
• Is the owner a marketer or just a good networker?
• Does the owner care about growing their business or are they
content to “be”?
• Does the owner’s ego allow him or her the humility to ask for
outside counsel in all areas of their enterprise?
• Does the owner understand the value of a marketing plan or
do they want immediate results?
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6. 3 – Is this a category that matters to KSHE-95’s audience?
• If the message is right, would a 40-year white male act on the
message?
• Is it a product or service that matters to a 40-year old white
male?
• Does the product lend itself to an easy communication with an
integrated plan on KSHE-95 and all our avenues of reaching
the 40-year-old white male?
• Would a 40-year-old white male eat in that establishment?
Would a 40-year-old set foot in that establishment and buy
something?
• Would this product or service be something that I would
recommend to my age group peers?
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7. 4 – How would I establish access with the decision maker?
• Is there easy email?
• Is the phone an option?
• Is it via letter?
• Do I crash the gates?
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8. 5 – Is this an area of the STL market where the 40-year-old white
male KSHE listener lives?
• Would the KSHE listener drive to this location for an everyday
purchase?
• Would the KSHE listener drive to this location for a one-time
purchase?
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9. 6 – Do I have an interest in this account or category?
7 – Am I trying to make chicken salad out of chicken shit?
8 – Would this prospect allow me input on messaging and
execution? Do I have to put “family owned since 1957” into the
copy?
9 – When do I bust out the DAPVALY?
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10. Am I actually doing it?
Am I overthinking?
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