Suspects

If you’ve never sold before you may not realize it, but not everyone who could benefit from your product will take advantage of the opportunity to buy it. So within a universe you want to discover suspects, those you “suspect” will have an interest in or need for your product. How can you identify certain members of the universe as “suspects”? Recall that our definition of personal selling which included the need to call on other human beings “chosen based on characteristics that indicate a close affinity with your products and services.” Look for these indicators of close affinity:

Current interests: Some members of the universe may have an ongoing or recently adopted interest that involves your product. Among the ways you could learn of this interest are that the person calls or writes to tell you of it (thus creating a “lead”), from being referred to one another by a third party, or by your being alert and observant, and thus noticing an opportunity that may not be obvious to others (including potential customers).

They look like your customers: If a study or experience shows that your customers are overwhelmingly single males aged 18–35 who have a 4-year college degree and whose income averages $35,000/year, look for others who fit this description.

They buy from a competitor: Once you learn this, one of your jobs becomes to get them to buy from you.

They experienced a recent change: Similar to #1 above, in this case some event creates a sudden interest in your product. For example, a doctor, who may not need a new photocopier for her existing office, decides to open a second office at a new location. She has just created her need for a new photocopier.

Their recent buying behavior: As people and organizations grow, or change in other ways, new needs arise. You may have noticed that soon after you bought a new camera, and sent in the warranty registration, you began getting solicitations to buy photographic supplies, magazines, how-to books, and more.