Zoom In On Your Top Prospects:4 Steps to Better Leads and Stronger Sales

POP QUIZ:Which of the following is the

biggest drag on sales success?

Reps don’t spend their time on the right prospects

Reps don’t know what to say on phone / in appointments

Reps don’t use the right tools (e.g., email marketing, CRM)

THE 40-40-20 RULE of LEAD-GEN

LIST (40%)

If you don’t target the right people, your results will

always be mediocre.

OFFER (40%)

When you offer value to your prospect, you give them a

reason to act. Otherwise, they won’t.

EVERYTHING ELSE (20%)

What you say and how you say it is important, but not as important as who you target and what you offer.

YOUR LIST = YOUR TARGET MARKET

Your SUCCESS RATE goes up, and you can sell more stuff in the same amount of time.

When your TARGET MARKET is filled with your BEST PROSPECTS, you spend more time on prospects likely to buy.

Zoom In (Not Out)

STEP 1

My target market is

HUGE!

My target market is

small.

Target market? I’ll eat

anything.

My target market is clear and focused.

WHICH BIZ-DEV ANIMAL ARE YOU?

TARGET MARKETS AREN’T ABOUT SIZE... ...THEY’RE ABOUT FOCUS.

TARGET MARKET FOCUS: THE JELLY BEAN TEST

If you only like RED and BLUE jelly beans, are you better off with a bigger jar? Or separate jars that let you pick your color?

SLOW, INEFFICIENT TARGETED, FAST, EFFICIENT → HIGHER SUCCESS RATE

KEY POINTS

Your time is valuable; use it wisely

Even if you sell to “everyone,” some leads are better

Focus on strongest leads = more appointments & sales

In BWise, use the Design Query feature to focus your target market according to your ideal demographic criteria!

BWise User Tip

Start With Your Current Clients

STEP 2

YOUR CLIENTS → YOUR STARTER CHECKLIST

Your CURRENT CLIENTS are FORMER PROSPECTS who already decided to buy from you. Use their demographics as a starting point:

INDUSTRY SIZE SALES

LOCATIONSTRUCTURE REACH

◯ Banking◯ Telecom◯ Etc.

◯ Large◯ Medium◯ Small

◯ <$25M◯ $25-100M◯ >$100M

◯ Public◯ Private◯ Other

◯ Local◯ National◯ Global

◯ Office◯ Industrial◯ Retail

KEY POINTS

Current clients offer a roadmap to sales success

Some client relationships are better; focus on those

Not sure why a client bought from you? Ask them!

From a client profile in BWise, click Find Like to pull up a list of similar companies!

BWise User Tip

Filter for Your Ideal Prospect

STEP 3

CREATE YOUR “SECONDARY” LIST

Not every contact in your target demographic is a good prospect for you. QUALIFY your prospects by applying

ADDITIONAL FILTERS to hone your list.

“EVERYONE” = WEAK & WATERED DOWN

CLIENT DEMOGRAPHICS = STRONGER

QUALIFIED PROSPECTS = STRONGEST

DIG DEEPER: 5 QUESTIONS FOR YOUR CURRENT CLIENTS

“Name 3 problems or challenges you faced that we’ve

helped you address.”

“How long were you actively looking

for a solution?”

“As you considered investing, what was

appealing to you about our product

or service?”

“With other options available to you,

why did you choose to invest with us rather than our competitors?”

“Was there one thing or moment

that made you decide to invest?”

...TO UNCOVER THE CHALLENGES YOUR IDEAL PROSPECTS FACE.

ASK YOUR CLIENTS THESE 5 QUESTIONS...

KEY POINTS

Your target market is more than just a list of prospects

It’s a set of demographic & psychographic criteria

Your goal: maximize time with strongest prospects

BWise users can add User-Defined Fields to each profile to further refine their target market criteria and qualify prospects in real time!

BWise User Tip

Sharpen & Repeat

STEP 4

THE LIFECYCLE OF A TARGET MARKET

Without any changes, the POWER of your target market can FADE over time...

ALWAYS REVIEW... ...AND REVISE......STAYS FRESH! ...SO YOUR TARGET MARKET...

KEY POINTS

Review client list: any changes?

Measure results vs. expectations: any surprises?

Economic landscape: any new markets / opportunities?

Zoom In On Your Top Prospects:4 Steps to Better Leads and Stronger Sales

INSIDERS

© Business Wise Inc. 2016

CHARLOTTE2101 Rexford Rd.

Suite 132ECharlotte, NC 28211

T. 704.554.4112

ATLANTA6190 Powers Ferry Rd.

Suite 190Atlanta, GA 30339

T. 770.956.1955

DALLAS15851 Dallas Pkwy.

Suite 404Addison, TX 75001

T. 214.306.0605