Silahkan anda pelajari dari 2 contoh kasus ini:

Case Study1:…Charles R. Whitlock tells the story of a saleswoman who worked for a business newspaper in a major city. Each week the editorial staff covered a specific market segment in their editorial material. For example, one week they concentrated on banks. The next week they covered business products companies. The third week they would cover the computer industry, etc. The saleswoman, knowing the editorial schedule, contacted all of the banks two months before the start of each editorial segment and sold the advantages of paid advertising in the banking editorial section of the newspaper. The newspaper, in a way did her prospecting for her. However, it was the saleswoman who went out to qualify those leads and found out who in the banking marketplace was interested and able to buy the advertising in the newspaper.

Case Study#2…Another effective prospector was the printing salesman who sold customized letterheads, business cards and brochures. He offered good printing capabilities at competitive prices. He discovered quickly that he had a lot of competition, some of which had been around for a long time and were firmly entrenched in the marketplace. Undaunted, he decided to target new businesses since they would have the need for his services, and he would be on even footing with the competition. For his prospect list, he checked the newspaper and sought out the listing of new businesses that had recently incorporated or registered as fictitious names. He was the first salesperson knocking on their doors, bringing with him many suggestions on how they could obtain quality products while keeping their printing prices down. Every prospect became a strong potential customer. This technique worked so well for him, that he obtained lists of new corporate filings from the state's Corporate Commissioner's office and contacted the chambers of commerce in his area for a list of new members. In the old days, he might find four out of ten who would need his services. Of those, maybe two were in a position to buy and, maybe one would have the authority and the funds. With his new method, he found eight out of ten to be prospects and six out of those eight became sales.