Prospecting | icx-knowledge-base

Marktsegmentierung/Sales Channels/Presales

Bevor ihr anfangt Firmen zu kontaktieren ist es wichtig, dass ihr den Markst analysiert und koordiniert, wie ihr potentielle Partner kontaktiert.

Marktsegmentierung

Goal

Das Ziel der Marktsegmentierung ist im Endeffekt nur eine Übersicht mit potentiellen Firmen zu haben, von denen du weißt, dass
1) unser Programm für sie interessant ist
2) sie mit @ gut zusammen passen würden

Diese Vorauswahl an Firmen passiert nicht wahllos, sondern mit 3 einfachen Schritten, um auch sicher zu stellen, dass die Firmen dabei sind, für die unser Praktikumsprogramm ein Mehrwert bietet.

Einmal richtig gemacht, spart sie dir wertvolle Zeit in der aktiven Sales-Phase.

How-To

Zur perfekten Marktsegmentation liegen 3 Schritte

Sales Channels

There are different Sales channels that we should be using to maximize the outcome of our sales activities. A combination of all of them is needed the get the biggest outcome

The four most important channels are

1. Cold Calls, to practice pitching and have a sales routine and basic traffic

2. Events & Fairs, to make our products known and get into the networks, interact with potential customers and get leads and meetings

3. Account Management, satisfied customers are the best customers. Hence, we don't need to start every year again but leverage on our predecessors' work. Account Management is the easiest way to get new Opportunities.

4. LinkedIn is like Facebook for professionals. Find here two good videos that explain the basic functionalities of LinkedIn and how to search for leads with it.

The LinkedIn Sales Navigator is a special sales tool provided by LinkedIn. We as AIESEC in Germany have 3 licenses that switch between the LCs. If you want to use it, text Stefan (MC). For this, only your mail address for LinkedIn is needed. You can of course also purchase your own license, it costs around 650€ for one year. If you do a lot of sales it can pay off very soon.

You should have a LinkedIn account anyways as it is an essential part of building your personal brand. Hence, it is also very good for your own career and to get in touch with your future employers. Here you can find a list of ICX AIESECers on LinkedIn. Add all of them as contacts and put yourself in there as the bigger the network the more people you can find while searching for leads.

Find here some tips about the usage of LinkedIn.

Find here a video about finding leads and contacts via LinkedIn Find here a video about using the Sales Navigator properly

Presales

Goal

Beim Presales geht es darum, möglichst viele Informationen über eine Firma/Kontakt herauszufinden, um dadurch besser zu verstehen, wie @ dem Unternehmen helfen kann. Weiterhin kann man durch diese Informationen die Situation des Unternehmen besser verstehen. Hierbei unterscheidet man von verschiedenen Persona.

Bist du auf eine interessante Firma gestoßen, solltest du zunächst auf Hubspot nachschauen, ob die Firma bereits existiert.

Gab es in der Vergangenheit bereits Kontakt? Wie ist der aktuelle Stand mit der Firma? Gibt es schon eine Ansprechperson?

Nachdem du die Firma auf Hubspot gefunden oder erstellt hast, kannst du die Website des Unternehmens anschauen.

In welchem Bereich arbeitet die Firma? Haben sie offene Stellen ausgeschrieben? Planen sie zu expandieren oder starten ein neues Projekt? Wie ist das Leitbild des Unternehmens? Sind sie international ausgerichtet?

Die Website bietet dir die Möglichkeit eine Überschneidung unseres Angebotes mit den Bedürfnissen des Unternehmens zu finden.

How to log it in HubSpot

As soon as you want to create a list of prospect that you can contact, make sure to mark those three things. In the company details at Hubspot

Origin
1. Select the source where you found the account/lead
Trigger Event
1. To make it easier for you later, put there your event/information why are you contacting them (Job Description, Recommendation etc.) to not make huge research again and to start with the trigger event at the beginning of the call!
  - Example:
    - If you already know the person you want to contact to (met on a company fair, Alumni, HR Person) make sure to put the link to his LinkedIn or Xing Account and the reason for contacting him
    - Do you find a job application for an internship? Put the link to the field of the trigger event
    - A partner company gives you a referral to the prospected company - put their name there!
    - They were interested in a particular type of intern but you should reach out later to them - name the type of intern they were interested in
Task/Next Step
1. Since you might need some time to actually contact all the prospects - make sure that you create a task for the day when you contact them
  1. If you are not able to plan all the Leads that you want to contact. Make sure to put always a next activity date there - with the HubSpot Overview in the overall view of Tasks you can bulk select the tasks and arrange and delegate them!

Overall, you can make your list visible through setting the filter on HubSpot Companies that the Origin, Next Step and Trigger event is known.