There are many forms of sales prospecting but few offer a measurable R.O.T.I. (Return On Time Invested).

Many sales prospecting strategies are targeted toward the masses and do not follow the 80/20 rule. In the realm of sales prospecting, the 80/20 rule states that 80% of your business revenue comes from 20% of your customers.

Yet where do most sales people spend their sales prospecting time?

The fact that 80% of the prospects and/or customers giving you 20% of your business revenue indicates that while you are busy chasing the masses the sales prospecting R.O.T.I. is very low.

It is important to know your sales’ prospects criteria in order to increase your sales prospecting R.O.T.I. They need to be accurately profiled to ensure you take a targeted sale prospecting approach and not a shot gun approach.

Define the sales prospecting criteria for three customer levels: A, B, and C.

“A” or absolute customers are your top 20%.and absolutely necessary. Good sales prospecting will prove that without them, you would be out of business. Utilizing qualified sales prospecting skills, what criteria best describes your “A” customers? Is it margin, volume, profits, brand, frequency of purchase, etc.? Would the same criteria apply to your sales prospects?

“B” or beneficial customers – sales prospecting performed properly will identify how they are distinguished from “A” customers? What are the sales criteria for these “B” level customers? Would the same criteria apply to your sales prospects?

“C” or convenient customers – once again sales prospecting reveals how they are distinguished from “B” customers? What are the sales criteria for these “C” level customers? Would the same criteria apply to your sales prospects?

Once your sales criteria is defined for each level of customer go to your sales data base and using the sales prospecting criteria you’ve created, identify your existing customers as “A”, “B” or ”C”.

Sales prospecting is a monitoring system. Separate the “A” customers and create their profiles based on the information on hand. Sales prospecting determines their uniqueness in comparison to the “B” and “C” customers. The same uniqueness applies to your sales prospects.

Sales prospecting profiles the differences? Map that profile within the market place for sales prospecting. Who are the “A” prospects out there? This is sales prospecting R.O.T.I. at its best.

Next, identify all the sales prospects “B” and any of the existing “B” customers who have the potential to become “A” customers.

Sales prospecting now becomes more targeted, giving you improved R.O.T.I.