The CustomerCentric Selling® Field Guide to Prospecting and Business Development: Techniques, Tools, and Exercises to Win More Business

Chapter 13FIVE-STEP PROSPECTING METHODOLOGY

Adding the Five-Step Prospecting Methodology into the Mix

In the previous two chapters, we discussed both telephone and e-mail prospecting. In an attempt to increase the effectiveness of both those methods, I introduced the idea of initiating contact based on a triggering event—contacting the superior of the person you want to engage with, using messaging that is provocative and is aligned with what motivates mainstream buyers, and using an e-mail or letter to document and confirm the conversation, as well as enlist the aid of a gatekeeper you may have spoken with.

Now what I’d like to do is to combine those two minimally effective methods to increase their effectiveness. We are going to do this by ...