Increase sales by twenty percent by mapping your prospect list
If you cover a territory and your livelihood requires finding new customers, then prospecting for a list is probably an extremely important part of your job duties. Unless, of course, you have an efficient corporate back office support center dedicated to bringing you high-quality leads that keep you in front of the best prospects all the time… I don’t think so.
Alright, so let’s face it, as a sales rep, you make money in front of prospects selling, rather than behind a windshield driving (or flying on a plane or sitting on a train… you get the picture). What if you could look at your territory and instantly know where your best prospects are? What if you could efficiently prospect your territory, planning trips that maximized time in front of prospects selling, instead of wasting time and money on unnecessary travel?
Well of course you can (or this would be a very short article). The new productivity-boosting tools available to mobile sales reps are simply part of ‘The Jetsons.’ No, we don’t have flying cars yet, but man, we’ve got some really cool technology here that we as marketers need to make sure we’re taking advantage of. One powerful tool that you need in your arsenal is mapping software.
Free Internet mapping services have been around for a long time, at least for the computing world, with MapQuest launching its online service in February 1996. There are several other options to choose from today, including Yahoo Maps, Google Maps , Microsoft Virtual Earth and more. . These services have been of great help to sellers in finding directions to the customer or the best restaurant.
Consumer GPS receivers have also gained traction in recent years. ‘GPS’ stands for ‘Global Positioning System’. Operated by the US Department of Defense, it is a network of 24 earth-circling satellites that transmit data to ground-based receivers. Using this information, receivers can calculate location, speed, and even elevation. These devices are great for showing you where you are and how to get to your destination. The civilian market has exploded with the demand for these systems.
While online mapping services and GPS devices are great for helping people get where they’re going, it’s more important for us in Sales to know where we need to go in the first place! And while we’re at it, it would be nice to know if we’re reaching out to the best opportunity in the area, and shoot, since we’re already there, is there anyone else we should talk to nearby?
This is where mapping software packages come in. Running on the laptop you already own, they combine the ease of electronic charting with the convenience of optional turn-by-turn voice-guided GPS directions. But the real power of mapping software is its ability to match your ever-important suspect list to location on the ground.
Key ‘Prospect Value Indicators (PVI)’ let you know the value of your prospect. If you sell pharmaceuticals, it could be the number of doctors in practice. Selling managed human resources services? So maybe the number of employees is your PVI. Whatever it is, you can purchase a list that includes this destination information. You can then sort your list into value ranges that make sense to you, import it into your map, and choose specific pushpins that quickly identify lead value.
Once you’ve mapped out your prospect list, trust me, you’ll never look at your territory the same way again. Now you can efficiently plan your sales journeys, geographically grouping your best prospects to maximize your time where you make money, versus selling leads.
Sometimes getting to the address of your prospect is only half the battle. If they are located in a large complex, you can waste valuable time deciding where to park and which entrance to go through to get to your office. Some map packages offer a link to detailed aerial photos in stunning clarity. By scheduling the meeting, you can really impress your prospect when they ask which door to walk through in your building when they arrive for the sales call. With your trip planned, you can choose to add a GPS receiver to your laptop and follow turn-by-turn voice-guided directions directly to your meetings.
Because your map stays with you, you can add all sorts of points to make life on the road easier. Want to find free Wi Fi locations in your territory: Type ‘Free WiFi Hotspots’ on the internet and get a free list from various sources and import it into your map. Want to make sure you know where all your favorite chain coffee shops and restaurants are? Go to their website, download their locations, and add them to your map. See a great beach you want to take your family to on your next vacation – mark it on your map!
Mapping software tools are a valuable resource for sales professionals looking to maximize their productivity and increase their sales. They can also make business travel less stressful, more convenient and profitable. There are several mapping software products available on the market today, including Microsoft Streets & Trips 2008 (this is the one I train on), DeLorme’s Street Atlas 2008, and ESRI’s BusinessMAP 4.5. Check them out and increase your sales now!