D4 The Strategic Prospecting Process Generating Sales Leads Determining Sales Prospects Prioritizing Sales Prospects Preparing for Sales Dialogue Prospecting Methods Cold Canvassing Networking Company Sources Published Sources Developing a Strategic Prospecting Plan Gathering Prospect Information to Prepare for Sales Dialogue Obtaining Information on the Buyer Gathering Information on the Prospect’s Organization Sources of Information Determining Other Buyers’ Influences How to Prospect For New Customers Background Pete Tsuleff has been interested in the food and beverage industry since he was a little boy. His father owned a restaurant/tavern. Tsuleff spent his evenings, weekends, and summers working in the restaurant. At age 21, he began to work as a bartender. He had firsthand experience ordering food, hiring, firing, and running the entire operation by the time he was 25. At age 30, he bought his father out. During the next 10 years, he opened another restaurant/bar and two package liquor stores. Tsuleff’s first love was experimenting with new recipes. He had a chili that won competitions in his hometown. He made a spaghetti sauce that was world class. His garlic bread and garlic cheese were legendary. Tsuleff decided to get out of the tavern and liquor business, and he opened a line of spaghetti shops. Sales over the first five years were outstanding, and he opned a new store every six months. Tsuleff continued to experiment with recipes and developed a line of barbecue sauces. He believes that he is the first dual franchise spaghetti and barbecue in the same building. Current situation: Tsuleff is convinced that a good market exists (e.g. groceries, restaurants, gas stations) for his garlic bread and spaghetti and barbecue sauces. He has seen sales grow by 18 percent per year over the past five years, and the trend is expected to continue for at least the next three years. One of his first problems is to obtain a list of prospects. 1. What prospecting methods should Tsuleff use?2. How can Tsuleff qualify the leads he receives? What qualifying factors will be most important? . 3. How can Tsuleff organize his prospecting activities?4. How should he keep records of his prospects?5. What precall information is needed by Tsuleff? How will he collect this information?

D4 The Strategic Prospecting Process Generating Sales Leads Determining Sales Prospects Prioritizing Sales Prospects Preparing for Sales Dialogue Prospecting Methods Cold Canvassing Networking Company Sources Published Sources Developing a Strategic Prospecting Plan Gathering Prospect Information to Prepare for Sales Dialogue Obtaining Information on the Buyer Gathering Information on the Prospect’s Organization Sources of Information Determining Other Buyers’ Influences How to Prospect For New Customers Background Pete Tsuleff has been interested in the food and beverage industry since he was a little boy. His father owned a restaurant/tavern. Tsuleff spent his evenings, weekends, and summers working in the restaurant. At age 21, he began to work as a bartender. He had firsthand experience ordering food, hiring, firing, and running the entire operation by the time he was 25. At age 30, he bought his father out. During the next 10 years, he opened another restaurant/bar and two package liquor stores. Tsuleff’s first love was experimenting with new recipes. He had a chili that won competitions in his hometown. He made a spaghetti sauce that was world class. His garlic bread and garlic cheese were legendary. Tsuleff decided to get out of the tavern and liquor business, and he opened a line of spaghetti shops. Sales over the first five years were outstanding, and he opned a new store every six months. Tsuleff continued to experiment with recipes and developed a line of barbecue sauces. He believes that he is the first dual franchise spaghetti and barbecue in the same building. Current situation: Tsuleff is convinced that a good market exists (e.g. groceries, restaurants, gas stations) for his garlic bread and spaghetti and barbecue sauces. He has seen sales grow by 18 percent per year over the past five years, and the trend is expected to continue for at least the next three years. One of his first problems is to obtain a list of prospects. 1. What prospecting methods should Tsuleff use?2. How can Tsuleff qualify the leads he receives? What qualifying factors will be most important? . 3. How can Tsuleff organize his prospecting activities?4. How should he keep records of his prospects?5. What precall information is needed by Tsuleff? How will he collect this information?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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D4 The Strategic Prospecting Process Generating Sales Leads Determining Sales Prospects Prioritizing Sales Prospects Preparing for Sales Dialogue Prospecting Methods Cold Canvassing Networking Company Sources Published Sources Developing a Strategic Prospecting Plan Gathering Prospect Information to Prepare for Sales Dialogue Obtaining Information on the Buyer Gathering Information on the Prospect’s Organization Sources of Information Determining Other Buyers’ Influences How to Prospect For New Customers Background Pete Tsuleff has been interested in the food and beverage industry since he was a little boy. His father owned a restaurant/tavern. Tsuleff spent his evenings, weekends, and summers working in the restaurant. At age 21, he began to work as a bartender. He had firsthand experience ordering food, hiring, firing, and running the entire operation by the time he was 25. At age 30, he bought his father out. During the next 10 years, he opened another restaurant/bar and two package liquor stores. Tsuleff’s first love was experimenting with new recipes. He had a chili that won competitions in his hometown. He made a spaghetti sauce that was world class. His garlic bread and garlic cheese were legendary. Tsuleff decided to get out of the tavern and liquor business, and he opened a line of spaghetti shops. Sales over the first five years were outstanding, and he opned a new store every six months. Tsuleff continued to experiment with recipes and developed a line of barbecue sauces. He believes that he is the first dual franchise spaghetti and barbecue in the same building. Current situation: Tsuleff is convinced that a good market exists (e.g. groceries, restaurants, gas stations) for his garlic bread and spaghetti and barbecue sauces. He has seen sales grow by 18 percent per year over the past five years, and the trend is expected to continue for at least the next three years. One of his first problems is to obtain a list of prospects. 1. What prospecting methods should Tsuleff use? 2. How can Tsuleff qualify the leads he receives? What qualifying factors will be most important? . 3. How can Tsuleff organize his prospecting activities? 4. How should he keep records of his prospects? 5. What precall information is needed by Tsuleff? How will he collect this information?

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