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Posted: August 02, 2013

Who’s your ideal sales prospect?

Develop a profile to avoid wasting time

Gary Harvey

One of the common problems for sales organizations is not really knowing what their ideal client looks like. As a result, they have their salespeople calling on too many “suspects” versus quality, qualified prospects. Too many sales organizations unknowingly are telling their salespeople in so many words, “If it’s got a pulse and fogs a mirror, let’s prospect it!”

Time is a salesperson's most valuable resource. And it’s wasted all too often calling on “suspects” because the salesperson or company has not developed what their “ideal” client profile looks like. Here are examples of categories and specifics that might provide a starting point for you when designing your ideal client profile.

What We Do:

If you can’t explain this well, then how will your prospect know what you do?

Example: At Achievement Dynamics, LLC we help companies of all sizes, individuals, and organizations that are committed to growing their sales to the next level through Training and Coaching in Sales and Sales Management.

Who They Are:

If you don’t know who they are, then how will you know when you’re in front of them?

* Owners * CEOs * Presidents * VP of Sales/Business Development * Managing Partners *Sales Managers

How You Would Describe Them:

You have to know what traits you are looking for in your ideal buyer.

* Strong * Open Minded * Growth Oriented * Decisive * Winners * Loyal *Intellectual Humility (willing to admit they don’t know it all) * Committed to Improvement

Description of Business:

If you don’t know this “specifically”, then your salespeople call on any business “hoping” they are a prospect.

* Successful, Privately or Publicly Owned

* Sales of $1-Million to $500-Million

* 1 to 300 Employees, 1 to 30 people involved with Sales or Business Development and Sales Management Development

Business Categories, but not limited to:

* Manufacturers * Distributors/Resellers * Brokers * Professional Service Providers * Consultants, Investment/Financial Advisors, *Technology, *Health Care/Medical Industry, Construction, * Telecommunications Provider Advertising Agency * Insurance Agency * Commercial Printer, * Telecommunications Provider * Commercial Bank * Advertising Agency * Office Furniture * Computer/High Tech. World * Professional Services * Real Estate

Issues They May be Facing that they need our help with:

  • No systematic, repeatable process for sales
  • Sales are down or good, but not increasing
  • Sales are good, but not increasing
  • Frustration with sales cycle too long
  • Losing sales to lower priced competitors
  • Lack of assertiveness among sales or management team
  • Insufficient or no referrals
  • Making proposals or bids and not getting the business
  • High turnover in the sales force

Managers, help prevent your salespeople from wasting time. Take the time to use these categories and develop whom they should be prospecting.

Gary Harvey is the founder and president of Achievement Dynamics, LLC, a high performance sales training, coaching and development company for sales professionals, managers and business owners. His firm is consistently rated by the Sandler Training as one of the top 10 training centers in the world. He can be reached at 303-741-5200, or gary@achievemoresales.com.

 

 

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Readers Respond

Gary, We sell a service, software training, and spend much of our time looking for new clients and keeping existing clients happy. I really liked your article because having a solid understanding of our ideal client leads to more happy clients. We have a great product, but if the right people don't know about it, we won't say in business for long. Thanks for helping us define our target. By Shawn Johnson of Firebox Training on 2013 08 09
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