| With that end in mind, I offer you the following 22 | | | | food service, and so on. However, don't try to |
| prospecting sources to help stimulate real growth | | | | spread yourself too thin. Concentrate on one or two |
| within your territory and your business-ME INC. | | | | specific professions and become an expert in that |
| Newspapers Review the business section, want ads, | | | | field. |
| and business articles to get company names and | | | | Subscriptions Subscribe to appropriate business |
| ideas as to whom you might want to approach. Look | | | | magazines. They are often rich with corporate |
| for corporate announcements as well. The | | | | articles and advertisements that may introduce you |
| newspaper can provide lots of ideas. | | | | to the new kid on the block or to a company you |
| Industry Associations Get a listing of companies and | | | | haven't heard of before. |
| individuals who belong to specific associations-legal, | | | | Referrals Perhaps the most overlooked source for |
| medical, engineering, and so on. Consider offering | | | | new business. Simply ask existing customers for a |
| yourself as a keynote speaker at their next meeting. | | | | couple of names that they would be comfortable |
| They are always looking for ways to spice up their | | | | passing along. There are plenty of books and |
| meetings-maybe you're the answer. If you are | | | | seminars outlining effective strategies of networking. |
| terrified of speaking to a group, bring along someone | | | | I suggest you consider honing your networking skills |
| from your company who enjoys it. Your company will | | | | because the return on your investment is like no |
| look good and you'll get the leads. | | | | other. |
| Yellow Pages This is an excellent source of | | | | Business Directories Several companies offer business |
| businesses within your territory. Start calling from the | | | | directories that list all the businesses in your area. |
| back of the book with the Zs and work forward. | | | | Listings include size, locations, president's name, |
| Most salespeople start at A and never get past the | | | | executives, revenue, product lines, and key contacts. |
| Es. Chances are good that businesses toward the | | | | These directories can be purchased for a nominal fee |
| back of the book have never been called. You may | | | | and can be broken down by geographical area, |
| want to consider purchasing Yellow Pages from other | | | | revenue, size, or by number of employees. Some |
| cities that are within your geographical territory. | | | | directories have the option of cross-referencing |
| Alternatively, you can access Yellow Pages for any | | | | phone numbers, addresses, subsidiaries, and parent |
| city on the Internet. | | | | companies. It can be a worthwhile investment. |
| Vehicles on the Road Get company names and | | | | Internal Customers Nonsales employees can be |
| phone numbers painted on the hundreds of trucks, | | | | encouraged to provide leads. An uncle, cousin, or a |
| service vehicles, and company vans you see every | | | | friend who works at a company might be a potential |
| day. They may even have a toll-free number proudly | | | | customer. Even the people in the service department |
| displayed, so use your handy tape recorder to record | | | | could be very helpful to you. Some companies |
| the information. Then follow up. | | | | support this method by offering a financial incentive |
| Trade Shows You can't get a faster introduction to a | | | | for every prospective customer they pass along. If |
| large number of customers all under one roof. I have | | | | the company doesn't pay an incentive consider |
| met some of my largest customers at trade shows. | | | | offering one yourself-even if it's only a $50 gift |
| However, don't be intrusive and try to sell them at | | | | certificate for a local restaurant. People generally |
| the show. Rather, ask a few up-front questions to | | | | respond favorably to gestures of appreciation. |
| determine their potential then get a name to follow | | | | Observation Keep your eyes and ears open. We are |
| up with later. Call your local convention center or | | | | bombarded daily with thousands of |
| chamber of commerce and get a calendar of | | | | messages-billboards, radio, advertisements, banners, |
| upcoming events. | | | | TV, and so on. Look for anything new within or |
| Library Use your local library. It often has current | | | | around your territory-construction, an information sign |
| business publications, annual reports, and an archive | | | | on a building, or remodelling in progress. Take an |
| of newspaper articles on micro-fiche. Make a copy of | | | | unfamiliar route to your existing customer to see |
| relevant articles, announcements, and want ads. Then | | | | what's going on in and around your territory. Don't |
| put them in your prospecting file for future follow-up. | | | | drive by and wonder-stop in and find out. |
| The Internet The world's largest library is at your | | | | Building Directories Every office building has a |
| fingertips. If it's not on the Net, it hasn't been | | | | directory on the main floor that lists the businesses |
| thought of or invented yet. Use it to retrieve | | | | throughout the building. I used to take a picture of it |
| valuable information about a specific industry, | | | | or recite the names into my tape recorder then |
| investigate new technologies related to your field, | | | | follow up by telephone and qualify for any possible |
| subscribe to mailing lists, tap into a newsgroup, and | | | | potential customers. |
| so on. The Internet offers a plethora of opportunities | | | | Social Contacts This goes beyond your immediate |
| for prospecting and sources of information otherwise | | | | circle of friends and family to include neighbors, |
| unavailable to you. However, I caution you: It can be | | | | members of social, community and religious |
| time-consuming. Don't become a mouse potato and | | | | organizations; former classmates and any other group |
| waste away selling hours or janitorial hours distracted | | | | whose members might buy the type of product or |
| by the fun of it. | | | | service that you offer. These social events are an |
| Friends and Allies Ask among your circle of friends | | | | opportunity to meet new and interesting people. |
| and current business allies for referrals. They are | | | | However, be tactful when pursuing these contacts. |
| often willing to help you out-simply for the price of | | | | Don't come across as the leech who's always looking |
| asking. After all, the more people you know, the | | | | for a lead-who looks at every social event as a |
| more people you're capable of knowing. As one of | | | | potential sale. Simply have an informal business chat |
| my friends said, "It's not who you know, it's who I | | | | and agree to follow up during regular business hours |
| know." | | | | or when it's convenient. |
| Breakfast Clubs Consider joining one that helps you | | | | Existing Accounts Look for additional opportunities |
| network. They are always looking for new blood, | | | | within your active accounts. We can get very |
| new members. Alternatively, offer yourself as a | | | | complacent working with only one department or |
| speaker-they often look for interesting people to | | | | one division, sometimes overlooking other |
| feature as a keynote. Talk about an exciting, | | | | opportunities that are right under our nose. Ask for a |
| interesting new technology developed by your | | | | current organizational chart and prospect the entire |
| company or emerging trends within your industry. | | | | company-take your blinders off. |
| Heck, you'll probably get a free breakfast out of it | | | | Acquisitions and Mergers Read the business section |
| and it's a great way to get your day started. | | | | of your local newspaper and watch for any |
| Old Files Take a gander through old files in the office. | | | | announcements of acquisitions and/or mergers. Your |
| I'm sure you'll find some orphan accounts-perhaps | | | | favorite account could triple in size overnight and |
| even some potential born-again accounts. | | | | open up an opportunity to pursue new business-real |
| Target Markets Pursue a specific profession and learn | | | | growth. Armed with an endorsement as an |
| what you can about it. For example, it might be legal, | | | | incumbent, your chances of success within the new |
| medical, communication, transportation, construction, | | | | company are excellent. |