PRODUCTS FROM THE USERS POINT OF VIEW )F IT IS FEASIBLE TO TRYTHE PRODUCTS YOURSELF THEN YOU WILL BE ABLE TO ENSURE THATYOU ARE TOTALLY FAMILIAR WITH THEIR FEATURES AND OPERATION!FTER ALL SOMEONE WHO SELLS SOFTWARE FOR PERSONALCOMPUTERS SHOULD ALSO BE A CONlDENT USER OF THAT SOFTWARETO BE ABLE TO ADVISE CUSTOMERS ON ANY PRACTICAL ISSUES ANDQUESTIONS THEY MAY HAVE 2EMEMBER THOUGH THAT YOU ARESELLING NOT THE FEATURES OF THE PRODUCT BUT THE BENElTSTHEY BRING TO YOUR CUSTOMERS
2ELATE 0RODUCTS TO A -ARKET)T IS IMPORTANT TO IDENTIFY THE lT BETWEEN YOUR PRODUCTSAND THEIR POTENTIAL MARKETS "EAR IN MIND THAT A PRODUCT ISA USEFUL PART OF YOUR PORTFOLIO ONLY IF YOU CAN IDENTIFY AMARKET FOR IT WHILE THE ONLYMARKETS WORTH PROSPECTING ARETHOSE FOR WHICH YOU HAVE A4HINK OF YOURSUITABLE PRODUCT ! RESTAURANT THATPRODUCTSIS SURROUNDED BY OFlCES AND NEAR ASOLELY IN TERMSHIGH END RESIDENTIAL SUBDIVISIONOF CUSTOMERFOR EXAMPLE HAS AT LEAST TWODISTINCT MARKETS 4HE FOOD IT OFFERSBENElTSAT LUNCHTIME SHOULD BE APPROPRIATEFOR BUSY OFlCE STAFF WHO WANT TOEAT WITH THEIR COLLEAGUES AND GET BACK TO WORK 4HE FOOD ITSELLS IN THE EVENING SHOULD BE APPROPRIATE FOR PEOPLE WHOWANT TO ENJOY A LEISURELY DINNER WITH FAMILY AND FRIENDS )FTHE RESTAURANT TRIES TO SELL THE SAME FOOD OR MAINTAIN THESAME LEVEL OF SERVICE THROUGHOUT THE DAY IT MAY lND ITSELFWITHOUT A PRODUCTMARKET lT
4)0 %XPLORE THE BENElTS AND SHORTCOMINGS OF YOURCOMPETITORS PRODUCTS AS WELL AS YOUR OWN
 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
US_026_033_Selling.indd2828_ED248_CMYK_28
13/7/06pm20/3/064:21:2714:54:41
'ROUP 0RODUCTS AND 3ERVICES! SIMPLE PRODUCTMARKET MATRIX WILL HELP YOU TO MATCHYOUR PRODUCTS OR SERVICES WITH THEIR MOST SUITABLE MARKETSAND PRIORITIZE THE TIME YOU SPEND PROSPECTING$RAW UP A MATRIX WITH YOUR PRODUCTS DOWN ONE SIDE AND THETARGET MARKETS ALONG THE TOP 4HIS WILL HELP YOU TO CLARIFY THE lTBETWEEN EACH PRODUCT AND ITS POTENTIAL CONSUMERS )T WILL ALSOHELP YOU TO DECIDE HOW MUCH TIME AND EFFORT YOU SHOULD INVESTIN PROSPECTING THE DIFFERENT AREAS
 )F YOU OFFER MANY DIFFERENT PRODUCTS OR SERVICES YOU MAY NEEDTO SORT THEM INTO GROUPS #HOOSE CRITERIA THAT SEEMAPPROPRIATE TO THE MARKETS SUCH AS PRICE OR WHETHER SERVICEPROVISION IS EASY OR COMPLEX 3ORT TARGET MARKETS INTO GROUPS DEPENDING ON THE RELEVANTPRODUCT CRITERIAINTO LARGE OR SMALL ORGANIZATIONS FOREXAMPLE OR INTO LUNCHTIME AND EVENING TRADE 2ECOGNIZE THAT MARKETS CHANGE AND REVISIT THE PROSPECTINGMATRIX FROM TIME TO TIME TO MAKE SURE IT IS STILL APPROPRIATE#HANGE THE LEVEL OF ACTIVITY WHERE NECESSARY AND DISCIPLINEYOURSELF TO WORK ACCORDING TO THIS LOGICAL PLAN
0RODUCT-ARKET 'ROUPINGS-ARKET 
-ARKET 
-ARKET 
0RODUCT  (IGH PROSPECTINGACTIVITY
,OW PROSPECTINGACTIVITY
-EDIUM PROSPECTINGACTIVITY
0RODUCT  .OT APPLICABLE
,OW PROSPECTINGACTIVITY
-EDIUM PROSPECTINGACTIVITY
0RODUCT  (IGH PROSPECTINGACTIVITY
.OT APPLICABLE
(IGH PROSPECTINGACTIVITY
0RODUCT  ,OW PROSPECTINGACTIVITY
(IGH PROSPECTINGACTIVITY
(IGH PROSPECTINGACTIVITY
US_026_033_Selling.indd2929_ED248_CMYK_29
+ . / 7 9/ 5 2 - ! 2 + % 4 
13/7/06pm20/3/064:21:3714:54:42
'ET /RGANIZED4O BE SUCCESSFUL IN SELLING YOU MUST BE WELL ORGANIZED9OU SHOULD ALSO HAVE A PROCEDURE FOR CAPTURING DATAABOUT PROSPECTS AND CUSTOMERS AND YOU NEED TO BE ABLETO MANAGE YOUR TIME EFFECTIVELY
"UILD A ,IFETIME !DDRESS "OOK!S A PROFESSIONAL SALESPERSON IT IS VITAL THAT YOU MAINTAINCONTACT WITH AS MANY PEOPLE AS POSSIBLE 0EOPLESREQUIREMENTS CHANGE AS WILL YOUR PRODUCTS AND SERVICES3OMEONE WITH WHOM YOU DID NOT DO BUSINESS AT YOUR lRSTATTEMPT MAY BECOME A GOOD PROSPECT AT A LATER DATE "OTHYOU AND YOUR CONTACTS WILL ALSO CHANGE ORGANIZATIONS FROMTIME TO TIME 3OMEONE THAT YOUWORKED WITH IN YOUR PREVIOUSMINUTEORGANIZATION COULD BECOME APROSPECT FOR YOUR CURRENT PRODUCTS#OLLECT DATA ABOUT EVERYONE YOU)F YOU NEED TO MAKEKNOW BUSINESS AND PERSONAL ANDLOTS OF CONTACTS OVERKEEP IT IN YOUR LIFETIME ADDRESSA SHORT PERIOD OFBOOK 7HETHER YOU DO THISTIME TRY LIMITING THEDETAILS YOU NOTEELECTRONICALLY OR MANUALLY YOUDOWN TO AN EMAILMUST BE ABLE TO TAKE IT WITH YOUAND PHONE NUMBERWHEN YOU MOVE TO ANOTHERL "USINESS AND PERSONALORGANIZATION
&)8
EMAIL ADDRESSES TENDTO STAY CORRECT FORLONGER THAN PHYSICALADDRESSES
0LAN 9OUR 7EEK&OR MOST SALESPEOPLE ANY SELLINGWEEK WILL CONSIST OF VARIOUSELEMENTS INCLUDING VISITINGPROSPECTS AND CUSTOMERSADMINISTRATIVE WORK SUCH ASPREPARING PROPOSALS ANDQUOTATIONS INTERNAL MEETINGS
i
L
#ELL PHONE NUMBERSOFTEN HAVE A LONGERLIFE SPAN THAN LANDLINENUMBERS
w
)F YOU ARE FAILING TO PLAN YOU ARE PLANNING TO FAIL
 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
US_026_033_Selling.indd3030_ED248_CMYK_30
4ARIQ 3IDDIQUE
13/7/06pm20/3/064:21:5314:54:43
4)0 6ARY THE DAYS AND TIMES SPENT PROSPECTINGITMAY BE IMPOSSIBLE TO CONTACT A PARTICULAR PERSON AT ACERTAIN TIME OF DAY BECAUSE OF THEIR SCHEDULE
RESEARCH AND SELF DEVELOPMENT WORK ,IST THESE ACTIVITIESDECIDE HOW MUCH TIME PER WEEK YOU WILL ALLOCATE TO THEMAND PLAN A TYPICAL WEEKLY SCHEDULE )NCLUDE REGULAR BLOCKSOF TIME FOR ACTIVITIES YOU ARE LIKELY TO PUT OFF SUCH ASPROSPECTING )T PAYS TO SETDEMANDING TARGETSA DAILY,IFETIME #ONTACT "OOK 7HETHERYOU STORE YOUR CONTACTS MANUALLY ORTARGET MIGHT COMPRISE FOURELECTRONICALLY YOU MUST BE ABLE TO TAKESALES FOUR QUOTATIONS ANDTHE DATA WITH YOU IF YOU MOVE TO ANOTHERONE HOUR DEVOTED TO lNDING ORGANIZATION )T IS ALSO VITAL TO BACK UPAT LEAST FOUR NEW PROSPECTS ELECTRONIC DATA IN A MORE STABLE FORM
w
US_026_033_Selling.indd 31026_033_KnowMarket.indd31
' % 4 / 2 ' ! . ) : % $ 
13/7/06 4:39:544:22:01 pm31/3/06
4HE 3ALES &ORECAST!N ACCURATE SALES FORECAST IS AN ESSENTIAL PLANNING TOOL INANY ORGANIZATION )T IS USED AS THE BASIS FOR MANY OTHERPROJECTIONS SUCH AS PRODUCTION AND DISTRIBUTION PLANS
3ET 4ARGETS7HATEVER PRODUCT OR SERVICE YOU ARE TRYING TO SELL A GOODSALES FORECAST WILL HELP YOU TO PLAN FOR THE FUTURE 3ALESFORECASTING BEGINS WITH YOUR SALES TARGET 9OUR MANAGERMAY HAVE SET A LEVEL OF BUSINESS FOR YOU TO ACHIEVE DURINGTHE lNANCIAL YEAR 9OU MAY ALSO BE ASKED TO ACHIEVE CERTAINOTHER TARGETS SUCH AS MONTHLY OR QUARTERLY ONES AS WELL ASSALES TO NEW CUSTOMERS !LTERNATIVELY YOU MAY HAVETARGETS THAT YOU HAVE SET YOURSELF %XPECT THESE TARGETS TOBE DEMANDING IN TODAYS COMPETITIVE WORLD "Y COMPARINGTHESE TARGETS TO YOUR FORECAST SALES YOU WILL GET A CLEARERSENSE OF WHETHER THE TARGETS ARE REALISTIC AND WHETHER ORNOT YOU ARE CURRENTLY ON TRACK "REAK DOWN YOUR TARGETINTO APPROPRIATE SECTIONS SO THAT YOU CAN MEASURE YOURPROGRESS AS THE YEAR PROCEEDSIT CAN BE DIFlCULT TO CATCHUP IF YOU FALL BEHIND SIGNIlCANTLY
-AKE A &ORECAST4HE PRECISE FORMAT OF YOUR SALES FORECAST IS LIKELY TO VARYDEPENDING ON HOW MANY PRODUCTS OR SERVICES YOU OFFER(OWEVER IT WILL PROBABLY COMPRISE A SPREADSHEET WHERETHE ESTIMATED NUMBER OF SALES FOR DIFFERENT PRODUCTSARE BROKEN DOWN OVER THE COURSE OF THE MONTH OR YEARTOGETHER WITH THE PROJECTED VALUE OF THESE SALES ! GOODWAY TO REACH A REALISTIC lGURE IS TO EVALUATE YOUR CHANCESOF MAKING EACH SALE IN TERMS OF A PERCENTAGE lGURE2EMEMBER THAT THE FORECAST DOES NOT NEED TO BE HIGHLYDETAILED OR  PERCENT ACCURATEIT IS AN EDUCATED GUESSRATHER THAN AN EXACT CALCULATION
4)0 %VEN WHEN PROSPECTING FOR NEW CUSTOMERS
ALWAYS SET ASIDE TIME TO TAKE CARE OF EXISTING CLIENTS
 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
US_026_033_Selling.indd3232_ED248_CMYK_32
13/7/06pm20/3/064:22:0914:54:45
4HE &ORECASTING 3YSTEM4HIS SYSTEM ENSURES THAT YOU ARE MAKING THE BEST USE OFYOUR TIME AND HAVE A REALISTIC PICTURE OF EXPECTED SALES4HINK ABOUT A CURRENT SALES CAMPAIGN AND ASK YOURSELF h7HAT ARETHE CHANCES THAT THIS CUSTOMER OR PROSPECT WILL PLACE AN ORDER FORTHIS VALUE OF SALES REVENUEv -AKE SURE YOU RESPOND HONESTLY
 )F A CUSTOMER HAS ALREADY PLACED AN ORDER THERE IS A  PERCENT CHANCE FACTOR YOU WILL RECEIVE THAT VALUE OF SALES REVENUE )F YOU HAVE A LETTER OF INTENT SUBJECT TO CONTRACT THE LIKELY SALESREVENUE HAS A CHANCE FACTOR OF  PERCENT )F THE PROSPECT IS GOING TO PLACE THE ORDER WITH EITHER YOU OR ACOMPETITOR SCORE THE POTENTIAL SALES REVENUE AT  PERCENT )N ALL OTHER INSTANCES WHERE THERE IS A REAL CHANCE THE PROSPECTWILL PLACE AN ORDER FOR THAT VALUE OF REVENUE IT IS  PERCENT )F YOU DO NOT HAVE ENOUGH INFORMATION TO CALCULATE THELIKELIHOOD OF AN ORDER KEEP THEM ON THE LIST BUT GIVE THEPOTENTIAL SALES REVENUE A  PERCENT CHANCE FACTOR)N A NEW TERRITORY YOU MAY START WITH ONLY  PERCENT CHANCE FACTORS
%XAMPLE OF A 3ALES &ORECASTCHANCEFACTOR
CHANCEFACTOR
CHANCEFACTOR
CHANCEFACTOR
CHANCEFACTOR
0ROSPECT   
 
 
 
 
 
 
 
3ALESREVENUE
0ROSPECT 0OTENTIALSALES TOTALS  
 
 
 
 
&ACTOR




 
 
 


,IKELY SALESTOTALS &ORECASTTOTAL
 
4ARGET
 
3HORTFALL
 
US_026_033_Selling.indd3333_ED248_CMYK_33
4 ( % 3 ! , % 3 & / 2 % # ! 3 4 
13/7/06pm20/3/064:22:1614:54:46
&IND 9OUR 0ROSPECTS! PROSPECTIVE CUSTOMER OR PROSPECT IS A PERSON OR ANORGANIZATION THAT HAS EXPRESSED AN INTEREST IN YOURPRODUCT OR SERVICE 4HE MORE PROSPECTS YOU CAN lNDTHE MORE SALES YOU ARE LIKELY TO MAKE
#REATE )NTEREST%NCOURAGE PROSPECTS TO lND YOU BY DRAWING ATTENTION TOYOUR PRODUCT OR SERVICE 4O CREATE INTEREST IN A RETAIL OUTLETENSURE THAT BOTH THE PREMISES AND THE WINDOW DISPLAY AREAS ATTRACTIVE AS POSSIBLE !LSO CONSIDER HANDING OUT LEAmETSIN THE STREET )N BUSINESS TO BUSINESS SELLING USE ADVERTISINGAND PROMOTIONS IN THE APPROPRIATE TRADE PRESS ,OOK FOROPPORTUNITIES TO SUPPLY STORIES TO LOCAL AND NATIONAL MEDIA7HATEVER TECHNIQUE YOU USE MAKE SURE IT IS EASY FOR APROSPECT TO CONTACT YOU )F YOU USE DIRECT MAIL FOREXAMPLE ALWAYS INCLUDE A REPLY PAID FORM
#!3% STUDY 5NDERSTANDING 0ROSPECTS!DRIAN A PLASTICS SALESMANWANTED TO CREATE INTEREST IN ANEW METHOD OF PRODUCTION (ESENT ENGINEER MANAGERS IN HISTARGET ORGANIZATIONS A MAILING THATINCLUDED AS A PROMOTIONAL NOVELTYA MODEL CAR KIT BASED ON THE NEWPROCESS "Y GETTING THE ENGINEERSTO BUILD THE MODEL HE HOPED THATTHEY WOULD THEN CONTACT HIM FORFURTHER INFORMATION ON THE PROCESS4HE RESULTS WERE DISAPPOINTING ANDFEW PROSPECTS GOT IN TOUCH !DRIANTALKED TO HIS HEAD ENGINEER WHOSUGGESTED HE SEND THE MODEL WITH APIECE MISSING 4HIS RESULTED IN MANYCALLS POINTING OUT THE PROBLEM ANDASKING FOR THE MISSING PIECE !DRIAN
AGREED TO DELIVER IT AT A MEETINGAND AS A RESULT SOON lLLED HISPLANNER WITH PROSPECT CALLSs !DRIANS HEAD ENGINEER HAD AGOOD UNDERSTANDING OF THE TYPEOF PEOPLE !DRIAN WAS TARGETING(E REALIZED THAT THE ENGINEERSWERE PROBABLY BUILDING THEMODELS BUT LACKED ANY SPECIlCINDUCEMENT TO RESPOND #RUCIALLYHE ALSO REALIZED THAT MOSTENGINEERS WOULD BE UNABLE TORESIST CALLING TO POINT OUT A FAULTs !DRIAN LEARNED TO ANALYZE THETYPE OF PERSON HIS MAILINGS WEREAIMED AT AND BUILT THIS KNOWLEDGEINTO HIS FUTURE CAMPAIGNS
 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
34_ED248_US 34 3434_ED248_CMYK_
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THINK
3-!247HEN YOU START MAKING LIVE SALES CALLS CONTACT lRSTTHE PROSPECTS THAT YOU FEEL ARE LEAST LIKELY TO BUYYOUR PRODUCT *UMPING IN AT THE DEEP END IN THISWAY CAN PROVIDE INVALUABLE EXPERIENCE)T IS TEMPTING TO START TELEPHONE PROSPECTING WITH YOUR MOSTLIKELY PROSPECTS BUT THERE IS A BETTER APPROACH )F YOU lRSTTELEPHONE THOSE SUSPECTS WHOM YOU BELIEVE ARE UNLIKELY TOBECOME CUSTOMERS YOU WILL BE ABLE TO USE THOSE CALLS TO WORKOUT WHAT TO SAY AND HOW TO REACT TO PROBLEMS /NCE YOU HAVEMASTERED THE TECHNIQUE TURN TO YOUR BEST PROSPECTS
)DENTIFY 3USPECTS! SUSPECT IS A PERSON OR ORGANIZATION THAT YOU BELIEVE HASTHE POTENTIAL TO BECOME A PROSPECT 9OU WILL NEED TO BUILDUP LISTS OF THESE SUSPECTS IF YOU ARE GOING TO CREATE A SOLIDPLATFORM FOR YOUR SELLING ACTIVITIES !S AN EXAMPLE SUPPOSETHAT YOU ARE PLANNING TO SELL A RANGE OF EDUCATIONAL TOYSFOR PRESCHOOL CHILDRENs &IRST THINK ABOUT THE TYPES OF PEOPLE OR ORGANIZATIONSTHAT THE TOYS WOULD APPEAL TO IN THIS CASE YOUR SUSPECTSARE LIKELY TO BE DAYCARE CENTERS AND BABYSITTERSs .EXT PUT TOGETHER A LIST OF POTENTIAL CONTACTS FROM LOCALBUSINESS DIRECTORIES AND THE INTERNET 4O MAKE YOUR SALESAPPROACH AS PERSONAL AS POSSIBLE TRY TO lND OUT THENAME OF THE SENIOR MANAGER )F THE MANAGERS NAME DOESNOT APPEAR IN A RELEVANT PUBLICATION OR ON THE BUSINESSSWEB SITE YOU MAY HAVE TO CALL TO lND OUTs &INALLY GROUP YOUR LISTS OF SUSPECTS BOTH BY PRODUCTAND BY TYPE OF MARKET 4HIS HELPS YOU TO BEGIN THEIMPORTANT PROCESS OF EVALUATING WHICH TYPE OF SUSPECT ISMOST LIKELY TO BECOME A PROSPECT -AKE SURE YOU KEEPTHOROUGH NOTES OF ALL THE CONTACTS YOU MAKE ON THELISTYOU WILL NEED THEM FOR FUTURE USE AND ANALYSIS
35_ED248_US 35 3535_ED248_CMYK_
& ) . $ 9/ 5 2 0 2 / 3 0 % # 4 3 
13/7/06pm20/3/064:06:0014:54:52
-AKE #ONTACT7HETHER YOU MAKE INITIAL CONTACT BY TELEPHONE OR BY OTHERMETHODS SUCH AS DIRECT MAIL OR EMAIL CONSIDER WHICH ONEWOULD BE MOST TIME EFFECTIVE /NE OF YOUR BEST SUSPECTGROUPS IS OTHER PEOPLE WORKING IN ORGANIZATIONS WHERE YOUALREADY HAVE EXISTING CUSTOMERS !SK IF YOU CAN USE THEIRNAME AS A REFERENCEIT CAN BE EFFECTIVE TO START APROSPECTING CALL BY MENTIONING THE NAME OF A SATISlEDCUSTOMER WHOM YOUR SUSPECT ALREADY KNOWS
5SING THE 4ELEPHONE4ELEPHONE PROSPECTING IS AN IMPORTANT SELLING SKILL 0HONECONVERSATIONS ARE GENERALLY EASIER TO CONTROL THAN FACE TOFACE MEETINGS BECAUSE THEY TEND TO BE BRIEFER AND MOREBUSINESSLIKE 4O ENSURE THE0HONE 3ALES 7ORK FROM A SCRIPT TORIGHT OUTCOME HOWEVER ITAVOID GETTING SIDETRACKED AND MAKE AIS VITAL TO BE CLEAR CONCISECONSCIOUS EFFORT TO SMILEPUT A MIRRORAND KNOW EXACTLY WHAT YOUON YOUR DESK TO CHECK IF NECESSARY !WANT TO ACHIEVESMILING FACE ENCOURAGES A FRIENDLY TONE
36_ED248_US 36 3636_ED248_CMYK_
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t
4%#(.)15%3TO PRACTICE
0ERFORMED CORRECTLY PHONEPROSPECTING IS AN EFlCIENTWAY TO REACH PROSPECTS9OU CAN DEVELOP YOUR TECHNIQUETHROUGH ROLE PLAY !SK COLLEAGUESOR FRIENDS TO ACT AS PROSPECTS 3ITIN DIFFERENT ROOMS AND GET THEMTO VARY WHO ANSWERS THE PHONEAND HOW THEY REACT 4HIS HELPSYOU TO LEARN HOW TO REACT TO THEPROSPECTS INITIAL RESPONSE
s 7RITE DOWN IN ADVANCE THETOPICS THAT YOU WANT TO COVERs 3PEAK SLOWLY AND CLEARLY TOPREVENT MISUNDERSTANDINGSs !SK PEOPLE TO REPEAT NUMBERSAND OTHER KEY DETAILS THENREPEAT THESE BACK TO THEM TODOUBLE CHECK FOR ACCURACYs 2ECORD THE CALLS SO THAT YOUCAN LISTEN TO THEM AND GETFEEDBACK FROM YOUR MANAGER
7HEN YOU MAKE YOUR lRST DIRECT CONTACT WITH A SUSPECT ONTHE TELEPHONE ENSURE THAT YOU HAVE A CLEAR OBJECTIVE INMIND 9OU HAVE TO CREATE INTEREST IN YOUR PRODUCT OF COURSEBUT YOU MUST ALSO BE SURE OF WHAT YOU WANT TO HAPPENNEXT 9OU MAY WANT TO CREATE ENOUGH INTEREST IN ONETELEPHONE CALL TO ASK FOR A MEETING WITH THE SUSPECT ORYOU MAY LIMIT YOUR OBJECTIVE TO AGREEING TO SEND OVER SOMESALES LITERATURE &OLLOW THAT UP WITH ANOTHER CALLs 3TART BY GREETING THE SUSPECT BY NAME AND THENINTRODUCE YOURSELF AND YOUR ORGANIZATIONs )F NECESSARY ASK A QUESTION ABOUT THE CURRENT SITUATIONTO CHECK THAT THE PERSON COULD BECOME A PROSPECT4HEN INTRODUCE ONE MAJOR BENElT OF YOUR PRODUCTs )F THE PERSON SHOWS AN INTEREST IN ACHIEVING THAT BENElTASK FOR AGREEMENT TO PROCEED TO THE NEXT STAGEs 4AKE NOTES OF WHAT IS BEING SAID SO THAT YOU CANSUMMARIZE THE PROGRESS THAT YOU HAVE MADE AND ANYAGREEMENTS YOU HAVE COME TO AT THE END OF THE CALL
4)0 %NDEAVOR TO PAY ROUGHLY EQUAL ATTENTION TONEW AND EXISTING CUSTOMERS
37_ED248_US 37 3737_ED248_CMYK_
& ) . $ 9/ 5 2 0 2 / 3 0 % # 4 3 
13/7/06pm20/3/064:06:0114:54:54
%FFECTIVE $IRECT -AIL.%'!4)6% )-0!#4
()'( )-0!#4
!DDRESSING EACH MAILING TO ANAMED PERSONL 0ILOT TESTING SUSPECT GROUPINGSL #HANGING MAILING LISTS REGULARLYL &OLLOWING UP ON MAILING WITH ATELEPHONE CALLL
3ENDING MAIL WITHOUT CHECKING IFTHE SUSPECT NAME IS CORRECTL 3ENDING BADLY TARGETED MAILINGSL 5SING AN OUT OF DATE MAILING LISTL -AKING IT DIFlCULT FOR SUSPECTS TOGET IN CONTACT WITH YOUL
3END /UT $IRECT -AIL$IRECT MAIL CAN BE A HIGHLY EFFECTIVE AND TIME EFlCIENT WAYTO lND NEW PROSPECTS PUBLICIZE YOUR PRODUCTS OR EVEN SELLYOUR PRODUCTS DIRECTLY (OWEVER MASS MAILINGS THAT FAIL TOREACH SUITABLE PROSPECTS OR ARE THROWN STRAIGHT IN THEWASTEBASKET AS JUNK MAIL ARE A WASTE OF RESOURCES 4RY TOENSURE THAT YOUR MAIL GOES OUT TO PEOPLE WHERE THERE IS ASTRONG POSSIBILITY OF A POSITIVE RESPONSE AND MAKE SURE YOUADDRESS THEM TO A SPECIlC PERSON &ORMER CUSTOMERS ANDPEOPLE WHO HAVE INQUIRED ABOUT YOUR PRODUCTS IN THE PASTARE A GOOD PLACE TO STARTEXISTING CUSTOMERS ARE FAR MORELIKELY TO RESPOND TO MAILINGS THAN COLD PROSPECTS )F YOUNEED TO lND NEW PROSPECTS CONSIDER RENTING A SUITABLEMAILING LIST FROM A PROFESSIONAL BROKERTHIS WAY YOU WILLBE ABLE TO SPECIFY A PARTICULAR CUSTOMER PROlLE
0OSSIBLE )TEMS TO )NCLUDE IN $IRECT -AIL)4%-
!$6!.4!'%3 /& ).#,5