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HA405 : The Class : Customer Management : Database : Synthesis Question

Synthesis Question, Phase 2, Step 4, Topic 2

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This synthesis question asks you to comment one of the most important aspects of selling: "Prospecting." A metaphor of prospecting of or a salesperson is "prospecting" for the old gold prospectors of long ago. Prospectors had to look through a lot of rock so that they could find a little bit of gold. Salespeople must look through a large number of potential customers before they find those that have the right characteristics and needs for the seller's products/services. Salespeople also must find the "little bit" of gold.

Without continuous prospecting, salespeople will fail. There always must be new potential customers in the pipeline because the number of existing customers will diminish over time.


1. From the viewpoint of the Consultative Seller, fully describe the "Sales Cycle."

a. Name and fully describe each of the major steps involved.

b. For the "Consultative Seller", what is the purpose of acquiring his/her first customer and how does this differ from the purposes of the "Transactional Seller?"

2. After-Sale Service is more important to Consultative Sellers than to Transactional Sellers. Why?

3. Regarding Customer DataBases:

a. What is a Customer DataBase?

b. What are they used for?

c. What are some of the potential customer qualifications that "feed" such a database?

d. How are they related to the "Sales Cycle?"

4. Regarding "Prospecting" to build a Customer Database:

a. Who are the potential customers that hospitality consultative sellers wish to locate and collect information on?

b. Why is continuous prospecting important?

5. How do Consultative Salespeople find prospects and build their databases?

a. Cold Sources: What is a cold source and name and describe four examples.

b. Warm Sources: What is a warm source and name and describe four examples.

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Send E-mail to Richard G McNeill Ed.D., CHME
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