ANDREW ZIELINSKI, MBA

Module Summary (36 Hours: Weeks ) Defining a Target Customer Base Determining a Target Customer Base & Building a Database 3. Determining a Sales Territory 4. Communicating in Writing with Target Customers 5. Communicating by Telephone with Target Customers 6. Meeting in Person with Target Customers 7. Post Mortem and Follow-Up Competency Achieved: How to develop prospects within a given sales territory

3. Determining a Sales Territory  Types  Qualifying  Strategies for Maximizing  How Often in the Field?

Introductory Remarks  Once you figured out WHO to sell, you then need to determine WHERE to sell in order to stay in budget AND work on the highest potential prospects  Learn the tools that help you measure and establish the most effective sales territory for your product or service

Types of Territories  Geographic: Local, Regional, Provincial, National, International  By Vertical Market: real estate, automotive, education, etc.  In Consumer: by affinity, specialty, shopping style, etc.  By Economic Sector: Primary, Secondary, Tertiary  By Channel: Manufacturing/Transformation, Distribution, Retail, Agency  By Product Line: Shampoos, detergents, risk management services, life insurance, commercial real estate, etc.

Qualifying a Territory  How many potential customers exist in this are?  What is their ability and motivation to purchase in the short term?  What is the geographic spread, is it feasible and affordable to manage?  Will I be able to adequately serve and tend to these customers?

Maximizing a Territory  Know your territory in detail  Institut de la statistique du Québec Institut de la statistique du Québec  Know your distances  Find the Hub  A Tourist Bureau Perspective A Tourist Bureau Perspective  Establish the correct frequency with which to call on your customers

Getting Around – Tools of the Trade  Paper maps and road guide (even with GPS)  Electronic, downloadable maps  Online maps like Google MapsGoogle Maps  Quebec511 - Transport Quebec’s tool for estimating road distances Quebec511  GPS and service subscriptions Determining a Hub for Your In-Territory Work  In Module 2, we covered in detail, the most effective manners to cover a territory when on sales calls. The same applies to prospecting  One-on-one meetings are highly effective but time-consuming and can become costly  At times, it can be more effective to conduct seminars, workshops, and information sessions, at a central, where you can connect with several prospect at once, create a sense of community, and build your circle of influence

How Often in the Field?  The more often you are in the field, visiting same customers and prospects, the smaller your geographic coverage should be  Your supervisor, your company’s level of activity, and your knowledge of customers, prospects, and your territory will ultimately determine your frequency and nature of customer calls, on the telephone, electronically, and in person

Activity Individual Work 1. Create a Word document, Activity631_FirstName_LastName.docx in which to save all answers to the questions in this exercise 2. Create two questions that you should ask yourself when thinking about establishing a sales territory 3. List two ways in which you can get to know your sales territory

Activity (Continued) Individual Work 4. On Monday morning, your supervisor tells you that he recommended you to four prospects and you need to meet with them all, this week. They are in La Tuque, Donnacona, Becancour, and Baie-Saint-Paul. You work out of Drummondville a) What challenges does this geographic spread posses? Explain b) In what order will you visit these prospects? Indicate, in kms, the distance that separates each destination that you must visit (starting from Drummondville)

Activity (Continued) Individual Work 5. Indicate the three regions that you would select in order to conduct prospecting activities if you represented the following products. Explain your answers. Consult online tools to justify your answers a) Snowmobiles Regions: ____________________________________ Explanation: _________________________________ b) The casino at La Malbaie c) School books for college and university d) Dentist chairs e) Physical security services

Activity (Continued) Individual Work 6. For the following questions, access the government web sites that were mentioned in the previous slides of today’s class a) Your supervisor asks you to recommend two sectors in the Mauricie region for good prospecting likely customers for a portable car shelter (Tempo- style). Use QUANTITATIVE data to support your recommendations b) Your supervisor asks you to recommend two areas in the Quebec City region that would be good for selling residential solar panels, for one- family homes. Use QUANTITATIVE data to support your recommendations

Activity Team Work 1. Create teams of TWO 2. Each team needs to select, in secret, a product or service, write it down on a piece of paper and hand it in to teacher who will put it in a container 3. Another container will hold more pieces of paper representing the 17 administrative regions of Quebec 4. Each team of two students will then pick one piece of paper from each container 5. Download from class web site Activity and complete it with your partner, using the two pieces of paper