Finding of the hidden treasure

Prospecting aimed at individuals is usually limited to person in a given area, such as a city, country, or possibly an entire state. It involves dicsovering who may be interested in buying the product, how buyers can be separated from non buyers, and how to make the lost effective sales approach.
The way to begin is by examining the individuals who are presently buying the product. Then determine from whom they are buying it, why they are buying it, and why are they buying it from the present sellers. OF you know these things, you can attempt to discover what you can offer that is better, different, less expensive, easier to but, more prestigoous, fster, or in anyway more appealing.
As an example, we willl use aspecific product, security sales to individuals. Suppose you represent a regional stockbroker in a medium-size eastern city. Your area includes a number of major New York Stock Exxchange firms located within the city or within the city or within easy travel distance. Your task is to set up a prospecting plan. How should you go about it?

Step 1
Step 1 is to determine who will be your best prospects. This can be done by analyzing your present client list or using a demographic of the census, or another fact-finding group. Common sense would indicate that your best prospects are persons over 21 years of age with either extra income beyond that necessary to maintaince their lifestyles or inherited wealth. Women prbably outnumber men as owners of varius types of securities because they often out live their husand. Owners of businesses, executives, professional person, and others in high income brackets should be your best prospects.
The Census Bureau makes satistics available on average family incomes in different areas. Usually they are compiled on the basis of postal zip codes, which makes it easy to pinpoint where such people live.

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