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Do you know the right sales questions to ask when approaching a prospect for the first time? Expand your reseller business to existing customers and tap into new revenue streams with this handy checklist.
What is the first question you should always ask potential clients?
No matter what industry you're serving, one magic question should begin the conversation with every new prospect: Have you ever purchased a list before? This is a crucial question because it tells you how much knowledge your lead has about the list industry. The response you get will lead you down one of two paths:
The Right Sales Questions: First-Time Users
If your prospect has never purchased a list before, steer the course of your conversation toward gathering basic information.
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- Contact information
Be sure to get the complete details, including the correct spelling. The type of business should help you determine the person's needs and which recommendations to present.
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- Where did you hear about us?
Leads that find you in the yellow pages are probably shopping around and comparing prices. If the lead was referred, you'll want to thank the person who referred them.
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- What type of list do you need?
This question will help you steer your lead toward the appropriate target market. It will also give you an idea of their level of experience.
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- What size mailing are you planning?
A large quantity may indicate a large budget, and perhaps a more promising lead.
But bigger isn't always better: a smaller request could indicate a savvy customer who wants to target a more specific market.
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- When is your estimated mail date?
Here is your chance to set up a realistic time frame, establish the prospect's urgency and further qualify the lead.
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- Have you developed your mail piece or telemarketing script yet?
This helps you determine the company's commitment level. It also provides an opportunity to add value, by offering to review their mail piece and share tips to increase response.
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- What geography are you targeting?
Is the person's business local, regional or national? This question gives you an idea of the company's scope, budget and needs.
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- Branch/Headquarters/Single location?
Larger companies tend to be safer leads. If the company has other locations, you may be able to expand their account in the future.
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- How do you prefer to communicate?
Find out whether the person prefers to be contacted by phone, fax, email or cell phone, and you'll be one step closer to increasing correspondence and creating a more stable relationship.
- The Right Sales Questions: Established Mailers
Generally, established mailers are savvier, more experienced marketers with a greater potential for repeat business.
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- What is your target response rate?
One percent is the industry standard for a good response rate. Avoid problems later by setting reasonable expectations now. Make note of their response, and refer back to it when you make a list recommendation.
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- What types of lists have you purchased in the past?
This can help you define their target market and find out what has worked for them in the past.
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- What is your average mailing size?
This will help you discover larger, long-term opportunities and determine the smartest recommendations for their current needs.
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- How often do you typically mail?
Prospects with more frequent mailing schedules often warrant a bit more attention. Schedule your follow-up according to their upcoming mailing efforts, to take advantage of every bidding opportunity.
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- Why are you switching suppliers?
Uncover any previous history with other vendors, whether positive or negative, that might affect your list recommendations.
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- What sources have you used in the past?
This information can give you a competitive advantage. Take this opportunity to assure them that you won't use any source that was unsuccessful for them, and offer great new sources they may not be aware of.
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- What do you typically pay for your lists?
Don't be afraid to ask this question. This information helps you make a smart recommendation without focusing exclusively on cost. It also helps you position your rate structure in the most positive way.
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- Have you developed your mail piece or telemarketing script yet?
Learn how far along they are in their mailing process. If they haven't started the process of creating their company's marketing campaign, they may be in the initial fact-finding or information-gathering stage. Make sure they have all the details they need, make helpful recommendations, and set a proper follow-up.
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