| The
Cold Call Qualification |
| |
|
There
are also times when your prospect has not yet become
|
| |
at
all aware of his need for your product and may
not yet have |
| |
begun
to develop any want for it, at the point you
first get into |
| |
communication
with him. |
| |
|
|
| |
EXAMPLES: |
| |
|
NEED: |
If
unaware that his teeth are developing plaque, |
| a
prospect will be unaware that he needs some- |
| thing
in his toothpaste to dissolve it. |
| |
|
WANT: |
Until
mass mania made us aware of high plat- |
| form
shoes, the Enchanted Bra and Billy the |
| Singing
Fish, we hadn’t yet developed that |
| “gotta
have one” desire for them. |
| |
|
In
certain sales situations, such as telephone or door-to-door
|
| |
canvassing,
your potential prospect is likely to have no prior |
| |
awareness
of the product you are about to offer to him, and |
| |
therefore
no awareness that he needs or wants it. |
| |
|
In
such cases, once the prospect is open, before you would
be |
| |
able
to proceed any further with effectively selling him
your |
| |
product,
you would need to, as the first part of your qualifying
step, |
| |
|
