Applying Salesmanship 101 Principles

Posted on by Kaitlin Dunlap

Updated – December 2019

Since this article was originally posted in March 2017, much remains the same with our five-year client. The program has continued to grow in the United States – Dunlap Marketing also has the pleasure of supporting the Canadian team now. The process is unchanged, but has been further refined and additional database files have been built and added to the program.

Defining your target marketing, tactfully and respectfully reaching out to them, then making appropriate follow-up steps are the epitome of salesmanship 101 principles. Nothing fancy, just effective.

Original Article – March 2017

An international oil and gas company, and two-year Dunlap Marketing client, has proven when it comes to selling, salesmanship 101 principals still remain. Dunlap Marketing provides an integral function of making prospecting telephone calls into businesses around the US that have large and medium fleets of vehicles. The objective is to schedule phone or face-to-face appointments with interested prospects and our client’s regional sales managers.

“You guys are on fire in my area! Two proposals went out this week from your leads.” – Mid-states region

Process:

  • Before calling began, Dunlap researched and built a national database consisting of our client’s target prospects, based on industry-type and fleet size
  • Once the database was built, Dunlap called to identify the person responsible for decisions relating to fuel card programs
  • Through tactful persistence, Dunlap makes ongoing telephone calls to communicate with this person – the goal being to learn how their company’s current fuel card program works and identifying potential interest in meeting with our client’s regional sales managers
  • Upon request of the prospect, the Dunlap team will email additional information about the program to prospects who want to learn more before scheduling an appointment
  • Throughout the course of calling, Dunlap adds additional database records to the master list. New records can come from either our client’s CRM or through additional research
  • The ultimate goal continues to be scheduling appointments, with a major focus on new business development

“Thanks for the leads Mike. I sang your company’s praises last week at our national sales meeting. I think your staff does a great job.” – Southeast region

Additional Value-Adds:

  • Maintaining CRM application to properly track/manage appointments we set
  • Blitz programs isolating certain events or markets that include a targeted initiative around selling more fleet fuel card programs
  • Internal, weekly product training for continuous education of the Dunlap staff

“Our sales manager was able to speak with all of the calls scheduled! AND one of them is likely to close a deal with us! Nice job! – Marketing Manager

The success of this campaign is based on applying basic salesmanship 101 tactics. Proper planning, messaging, cold calling, strategic follow up calls, and use of email correspondence are the building blocks of selling.

For questions or inquiries, contact us online. Or, reach out to Mike Dunlap at miked@dunlapmarketing.com, 281.496.9870 x 140 or Kaitlin Dunlap Cuevas at kaitlind@dunlapmarketing.com, 281.496.9870 x 180.