Prospecting and Account Development Requires Planning
9.1 Discuss the importance of developing a prospect or account
Prospecting and account development should be viewed as a systematic process of locating potential customers. Some prospecting efforts can be integrated easily into a regular sales call. Progressive marketers are doing three things to improve the quality of the prospecting effort:
Increase the number of people or accounts who board the Ferris wheel. You want to see a continuous number of potential prospects board the Ferris wheel because they are the source of sales opportunities. If the number of potential prospects declines sharply, the number of sales closed also declines.
Improve the quality of the prospects who board the ...
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