Prospect Selection Checklist
by Joe Gracia
Don't make the fatal mistake many marketing novices make of thinking that
you can generate customers without first generating prospects. Every customer
starts out first as a prospect.
The more prospects you generate each month, the more customers and sales you will generate.
Another common mistake, is thinking that "everyone" is a prospect for
your product or service. That's not true, and trying to get everyone's attention
with your marketing, will result in getting no one's attention.
How many of the following Prospect Selection steps have you accomplished?
- Select a Large Target: Have you selected a specific target group of prospects
to aim for?
Examples:
- Pet owners who want to train their pets
- People who want to control their frequent headaches
- People who want to get their home offices organized
- People who love chocolate, etc.
Have you verified that this group of potential customers is large enough to generate
the level of sales you want to achieve?
(You should expect to convert from 10 - 30% of your Prospects into Customers.)
- Identify Their Problem: Have you verified that a high number of these prospects
have a pressing problem that they "want" solved?
Examples:
- Their untrained pet is causing them enormous stress
- Their headache pain is adversely affecting their lives
- Their disorganized home office is costing them hundreds or thousands of
dollars in lost sales and productivity
- Match Your Solution: Have you verified that a high number of your prospects
find your product or service -- the solution to their pressing problem . . .
- Understandable - Have you verified that your prospects clearly
understand what you are offering them as a solution? If they don't, few will buy.
- Acceptable - Have you verified that your prospects are familiar
and comfortable with your solution? Do they believe your solution can help
solve their pressing problem? If they don't, you'll have a hard time getting
many of them to buy it.
- Affordable - Have you verified that your prospects can afford your
solution if they want to buy it? If they can't afford it, you'll sell very few.
- Ensure They're Reachable: Have you verified that you can easily
and affordably reach your prospects with your marketing materials. If they
never see your marketing, how can they respond to it?
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