Some lead generation organizations simply don’t understand the vital role that DETAILS play in helping a sales person determine
when, how and IF to follow up with a potential prospect:
- Is there a project?
- Who is in charge of that project?
- What are the business drivers?
- What are the timelines?
- Is there a budget? What is it?
- What other companies are you talking to?
- Who is the decision maker?
Previous negative experiences with traditional telemarketing companies actually led to the founding of Mentor Tech Group. We saw a need to COUNTER the shortfalls of these companies to:
- Focus on one area – those marketing to the corporate training and HR worlds
- Utilize only senior-level resources to perform the cold calling and list development
- Provide useful, detailed reporting based on a sophisticated methodology for “profiling” prospects
Gathering information about potential prospects can be challenging – and we don’t believe in reinventing the wheel when it comes to something that works. That’s why we use the highly effective Miller Heiman Targeted Selling training to provide a framework for Mentor Tech Group’s Market Ingelligence Consultants to build profiles of potential prospects.
What you need to do is employ a methodology for gathering information. In this two part series, we will walk you through the elements of the SPIN qualifying framework and then, the Question Guidelines to further narrow your prospect profile.
S.P.I.N. (Situation, Problems, Implications, Needs/Payoff)
The SPIN framework is provided as a very high-level guide for information gathering. With SPIN, we think about information gathering as containing four general categories: Situation, Problems, Implications and Needs/Payoffs. This structured approach helps us to decide the types of questions to ask. Even more important than asking the questions is LISTENING to the answers, and recording them.
Situation:
- Describe the company, industry, locations, size, people, yearly sales, corporate parent and/or affiliates.
- Current systems and applications – e-learning, ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), etc.
- Number of users/learners (Employees, Partners, Customers?), locations of users.
- Note: At this point, we are only asking and recording, not rebutting or presenting.
Problems: (Ask questions to learn about problems requiring solutions)
- What is lacking with the current system – functionality, deployment (web enablement), etc.
- Is there a timing imperative – Example: Corporate Mandate? (See Implications below)
- What is the problem they are trying to solve? What problems do they think they have?
- Common example: “We’re currently tracking training manually – and it’s too time-consuming!” or “We’re trying to improve employee retention.”
Implications: (The “What ifs…”)
- What happens if solutions are not found? – Worst case?
- When are solutions required, time frame?
- Do they have to replace their systems, or do they want to? Examples?
- They cannot access enterprise skills data or locate specific expertise
- They are unable to determine who has been trained on what, without manual effort
Needs/Pay-off:
- Present solutions to problems!
- What can we do to HELP the customer!
- Where are the future savings? (Example: Better retention of employees due to new, positive learning environment)
- NEXT Step: Specific Action Item (call, meeting, etc.) with date.
Next time, in Part 2 of this article, we will reveal our cheat-sheet of questions to ask that will get your prospects talking!!
Remember, when you need a list of Corporate Training & HR decision makers, think of Mentor Tech Group.
We specialize in hand-building market intelligence lists for the decision makers you seek. Our accurate, detailed database contains key information you need for your sales and marketing efforts. Working with an MTG list will seem like a breath of fresh air compared to any other lists you’ve purchased!
Watch a client testimonial to see what we’re talking about. Or, try us out and see for yourself! Contact us today! CALL: (651) 457-8600.
