Selling and sales management in action: prospecting: a new look at this old challenge

Article Abstract:

Prospecting is a fundamental step in the personal selling process. However, a wide variety of prospecting approaches exists among sales organizations and there is substantial disagreement in the terms used to describe prospecting elements and relationships. This article presents a working model that identifies and defines those elements and clearly demonstrates the strategic relationships among them. Insights and implications for managers are presented, along with suggestions for analyzing and modifying existing prospect-development programs. (Reprinted by permission of the publisher.)

Practice, Sales personnel, Salespeople

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Broadening the scope of relationship selling

Article Abstract:

The concept of partnership or the bonding of the buyer to the seller by superior post transactional services has been well received by members of today's quality-driven market place. However, relationship selling is a multi-stage process that emphasizes personalization and empathy as key ingredients in identifying prospects, developing them as customers, and keeping them satisfied. This article takes readers on an arm chair journey through each of the phases of the process with detailed illustrations of typical issues and procedures. (Reprinted by permission of the publisher.)

Customer service

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Prospecting by telephone prenotification: an application of the foot-in-the-door technique

Article Abstract:

Social psychology's 'foot-in-the-door' prospecting tool offers practical improvement in successful telemarketing attempts at cold prospecting. Particularly useful in generating sales leads, this technique was demonstrated at an American Marketing Association Conference, with burglar alarm systems. The prenotification call practice and three-task follow-up telephone calls are described, and a comparison is made with conventional phone canvassing. Less simple than direct mail, this technique needs expertise to be successful.

Analysis, Telemarketing

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