Naturally, the more leverage you have with on-profile prospects, the more meetings you will schedule. That's why an on-profile referral is good, and a personal introduction is even better. But you won't always have that much leverage with business prospects, so the question is...

Is it possible to get the impact of a referral even on a cold call? Yes! If you're target marketing, it is not only possible, but it's a natural part of the process. It's no secret that the more you know about your prospects, the more meetings you'll schedule.

Try this: Be a student of your target markets. Let's say that independent pharmacists are Ground Zero for your marketing efforts. You've done your homework and have conducted several business market surveys, so you probably already know what makes these people tick, and what they're looking for in a professional adviser. You've also discovered what their hot-button issues are, and the best way to approach people who fit your prospect profile.

By being able to ask intelligent questions about the needs, wants and concerns of these businessowners, you will position yourself as a knowledgeable specialist in that marketplace — even if the only information you have about your prospects is who they are and what they do.

You don't have to be a marketing major to get this kind of information.

In fact, you can discover most of what you need to know about any market group with business market surveys and some other basic research. And this technique will work even if you have identified your markets only as "small or closely held businesses," and are not targeting any specific, focused group.

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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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