Create qualified opportunities and build healthy sales pipelines
Advanced Sales Prospecting (ASP) is a methodology for helping sales professionals to identify and create qualified opportunities and build healthy sales pipelines.
This methodology introduces sophisticated methods and skills for developing sales pipelines of sufficient volume and quality, to ensure achievement of goals and maintain consistently high levels of performance.
While the essential principles and methods for effective prospecting are included in the Solution Selling® program, ASP focuses more intensively on prospecting skills. As a result, ASP is ideal for selling professionals for whom continuous business development is a critical success factor.
ASP focuses entirely on practical prospecting methods. It is not a territory or account planning program, but it is entirely complementary to those sales planning methodologies.
ASP is based on a repeatable process which includes practical methods and tools for developing sellers’ prospecting skills:
Effective Business Development Process
ASP is designed for any sales professional who must develop and maintain a significant volume of sales prospects, in order to achieve sales goals and ensure consistent levels of performance over time. Specifically, ASP is well suited for:
Salespeople (account managers, consultants, etc.) – ASP provides value to anyone in a direct sales role, regardless of what products or services they are selling.
Business Development and Sales Development Representatives (BDRs/SDRs) – sales team members who focus on finding and developing new opportunities for the organization
Sales management – First- and second-line sales managers will find value in ASP, as it will provide options for helping sellers to build their sales pipelines and to enable them to coach sellers more effectively about prospecting issues.
What is included in the Advanced Sales Prospecting program?
Designed to provide a repeatable methodology for building sufficient sales pipeline volume and quality, ASP enables sales professionals to:
Use advanced prospecting methods to find and create new sales opportunities, including micro-marketing, social selling, and personal brand development
Improve prospect targeting and messaging for business development
Improve initial opportunity qualification and disqualification
Increase consideration rate and qualified opportunities in the pipeline
Increase the efficiency in the use of company resources for prospecting
Multiple Delivery Modality Options
ASP can be learned through live instructor-led training (ILT) workshops, or via virtual instructor-led training (vILT) sessions, either supported by complementary online eLearning content. We find that incorporating a mix of delivery modalities produces the best results for methods mastery and skill development.
For ILT and vILT delivery, each SPI instructor has been certified to rigorous standards, and they each bring at least 15 years of sales or sales management experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.
Workshop Topical Agenda
ASP is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led ASP workshop is a one-day, highly interactive program, and incorporates online eLearning and in-classroom application tools. The standard workshop includes:
Business Development Key Concepts
Describe the importance that business development plays in their organization
Articulate the importance of creating opportunities instead of responding to active ones
Describe the steps of an effective business development process
Planning for the Business Development Strategy
Employee best practices around pre-call planning
Answer: How much prospecting do I need to do to reach my goal
Identify what they need to know in order to effectively target prospects
Leverage specific sources to conduct customer research
Identify and define a prospect’s pain, how it flows throughout their organization, and how this can help with targeting
Create an account profile and build a Pain Chain® (showing the organizational interdependence of critical business issues)
Prepare the Business Development Strategy
Describe the keys to effective business development and elements to avoid when prospecting
Describe best practices for executing sales-driven and marketing-driven business development strategies
Discuss the 4 key components of a sound business development strategy
Use specific job aids to attempt to stimulate interest with prospective buyers including Business development letters and prompters, reference stories, and value propositions
Build a reference story
Construct a targeted value proposition
Develop a business development strategy
Practice Executing the Strategy and Addressing Road Blocks
Explore tactics for addressing roadblocks in their plan such as:
How to get out of “voicemail jail”
How to address gatekeepers
How to leverage influencers and referrals
Practice executing the “stimulating interest” component of their business development strategy
Roadblock best practices
Executing components of the business development strategy
Prepare use of a prompter – part 1
Executing components of the business development strategy
Role-play use of a prompter and reference story – part 2
Perform the Business Development Strategy
Identify the key decisions prospective buyers make during a first call or meeting
Articulate tactics for aligning with prospective buyers leading to the admission of pain
Use specific job aids to assist in navigating the steps of a first call or meeting
Call introduction and get pain admitted role-play
Clearly articulate what customer information needs to be provided when “handing off” an opportunity
Develop a Lead Letter documenting business issue (pain) reasons and next steps back to the prospect
ASP is a hands-on workshop, designed to apply lessons to a target account and opportunity so that the participant leaves with a business development plan (opportunity-focused) aimed at stimulating interest with a live, real-world prospect.
The ASP workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.
Useful Sales Prospecting Tools and Job Aids
As participants complete the in-workshop exercises, they capture the results in using tools. After the ASP workshop, sellers can use the tools on an ongoing basis for application in their own territories and accounts.
The tools and job aids provided in the ASP program toolkit include:
Pipeline Analysis Worksheet – a tool for analyzing potential productivity gaps in a sales pipeline and determining the amount of business development required
Account Profile – a document that captures the key criteria for a target company, including the likely challenges they are facing
Key Players List – a listing by industry of important job titles along with the likely critical business issues which each job title will likely face
Pain Chain™ – a graphical depiction of the cause-and-effect relationship of critical business issues (“pains”) inside an organization
Business Development Tools – targeted scripts/prompters used to increase a seller’s success rate by stimulating buyer curiosity and interest
Results Story – provides a seller with compelling business insights that build credibility with a buyer, and illustrates how the seller can provide value to the buyer
Initial Value Proposition – a statement which projects the potential quantified benefit (value) a client could realize through the implementation of a specific capability or solution.
Business Development Strategy Worksheet – a tool for developing the most effective messaging for stimulating a prospect’s interest and identifying the best vehicles for the transmission of the messages
Sales Conversation Prompter (also known as the Situational Fluency Prompter®) – guides sellers through effective, insightful, and collaborative conversations with buyers
Follow-up Communications – templates for post-meeting messages sent by the seller which document and confirm buyer visions in the purchasing organization
30/60/90-Day Implementation Plan – a planning tool for getting started with advanced sales prospecting principles successfully
Advanced Sales Prospecting provides sales professionals with a repeatable and practical methodology and skills for generating a higher volume and quality of sales opportunities. The outcomes of this methodology are higher levels of revenues, increased sales goal attainment rate, more efficient use of business development resources, and more predictable future revenues.