Day 4

Please complete the following in order.

​Download Day 4: You will need these resources to complete this day:

• Read and study BrandsFormation Binder for the section Suspecting / Prospecting

• Watch Chuck Mefford’s Video #1 Suspecting / Prospecting (Located in the Google Team Sales Drive)

  • Make sure you have your BrandsFormation Binder present as you watch to fill in notes​

​​1. What is your number one goal as a marketing consultant?

To  satisfy the customer’s needs from their point of view profitably.

​2. Suspecting and Prospecting.

Today you will learn about finding potential advertisers who you can effectively help.

​Every advertiser begins as a suspect. Before an advertiser becomes a viable prospect, ask if they’re MAD:

​M: Do they have the Money to spend?

A: Do they have the Authority to make the decision to spend?

D: Do they have the Desire to grow?

​If they aren’t MAD, you likely don’t have an account you can grow.

​Where do you find suspects? Everywhere!

​Websites, Social Media, YouTube, Billboards, Yelp, Bing, New Construction, Billboards, TV, Radio Stations, Friends, Family, Direct Mail, and on and on.

​Remember: If you don’t prospect, you will not be successful in this job. You must carve out time each week to prospect. It’s normal to have phone fright before you pick up the phone. This boils down to a fear of rejection, but remember that you are offering a service to help advertisers grow. Your time is just as valuable as the business owner’s. All successful sellers overcome this fear, make the calls, and then help advertisers grow.

​You will have an attrition rate of 23% annually. Even established sellers must prospect to make up for loss..

​TO DO: Develop a prospecting system. Pick at Least 3 methods (e.g. newspaper, google, tv) that you will use for prospecting. Use each morning (before you head out for appointments for the day) to make your calls.

​3. Research and find out Zimmer’s Top Accounts.

Ask the Director of Sales and other sellers for this information. Take note of the industries and why they invest money in advertising.

​4. Develop a list of suspects/prospects. 

​By COB today, have a list of 25 business suspects that you will present to your Director of Sales.

​Check with the Director of Sales for an updated Suspecting Form.

​5. Research before ever making the call

​Learn as much of the following information as possible before making the call

• Research Industry trends: is the industry growing? What issues are affecting it? What product lines have growth potential?

• Who is the decision maker?

• Check out the advertiser’s website

• Review their social media accounts

• Consult friend, family, colleagues about the business

• Use RAB Instant Background for industry trends and information

• Review sites like Yelp and Google Reviews

​6. Have the Director of Sales review your suspect list at the end of the day. 

Also, by tomorrow morning, you should have a base level of knowledge of this process of the sales cycle. You will give at least a 5 minute presentation.

At Zimmer, we believe in learning by doing. If you have questions, Ask! We are here to help you learn and succeed. You will be given feedback, coaching, and questions on your presentation.