Greating new customers 8 ways to identify new suspects

p venv sALES process begins with identifying a group of r "suspects. Suspects are people and companies you suspect may one day do business with you. They aren't yet prospects, because you don't know if they have a legitimate need for what you sell or if they can make the decision to buy it. That determination comes later. But in order to get a group of prospects, you must start with a list of suspects.

Here are eight ways to acquire such a list:

L. Buy a list.

This is the information age, and lists are available for almost every conceivable set of characteristics. For example, I could, this afternoon, contact a list broker, ask for a list of names, addresses, phone numbers, size of business in numbers of employees, and email addresses for manufacturers (or any one of a couple of hundred classifications) within a set of telephone area codes. I could have that downloaded to my computer by the end of the day.

Information selling is now a major industry in this country, and there are lots of providers. Just do a Google search on "list brokers" and find a couple with which to work.

2. eetreferrals from your customers.

Probably the best way to meet a prospect for the first time is to be introduced by someone you both know and respect. Before that can happen, you need to get the name and details for the person you want to meet. That means you must ask your current customers for referrals.

The best way to do this is to visit your customers face to face, have a conversation about your products/services and their satisfaction with them, and then ask them specific questions to generate lists of names.

For example, instead of asking, "Who do you know...," say, "Which is one of your vendors that could use our service?" Or "Which one or two people in your committee

: would be possible candidates?" By asking specific questions instead of general ones, you'll direct their thinking in more productive routes and acquire more referrals.

3. non shoulders with groups of them.

If you have precisely defined your target markets, then spend time thinking and researching this question, "Where do groups of them go?" The answers can vary from trade fairs and association meetings to other suppliefs.

The most unusual answer to this was from a client who sold ref-erence books to lawyers. He discovered that many of them would frequent a local pub on Fridays. He then made it a practice to show up and rub shoulders them, meeting them in a sociai situation.

If you can identify where prospects go, then you can get a list of them from someone who organizes or administers that event or meeting place. Or, you can just show up and collect business cards.

4, Advertise in publications and websites they view.

There is a reason why advertising has been around for so long. One way to collect lists of suspects is to advertise in the publications or websites they view, offer something free or inexpensive, and collect the names and details.

Those who respond to ads move themselves a step closer to being prospects in that they, by responding, show they're interested in what you offer and are willing to take action.

5. Partner with someone else who sells something compatible to them.

The key here is "compatible." Again, if you have done a thorough job of describing what the ideal suspect looks like, you can then ask, "What else do they buy?" Or "Who else do they do business with?" That should lead you to others who may have a vested interest in sharing their lists with you, in exchange for something of value from you.

6. tut " a surYey or send a newsletter to a larger list.

If you want to find "sales managers of medium-sized LBM dealers," for example, you could take a survey of all LBM dealers or send them a newsletter, with an opportunity for the sales managers to respond to someBuilding-Products.com thing that is suitable for them.

7. Hota seminars for larger groups of them.

By holding a free or inexpensive seminar, you engage with people interested in your subject who are willing to invest time and money. This has the added benefit that you position yourself as a valuable source of information.

8. Use social media to unearth them.

Linkedln. Facebook. and a slew of similar sites offer opportunities to join segmented groups and to identify members who meet your criteria.

Remember that a suspect list is never finished. You are constantly assembling that list. But do a good job at identifying suspects and everything else becomes that much easier.

- Dave Kuhle is a sales trainer, presenter, and a.free *'eekly ezine and author of l0 books, including his latest How to Sell Anything to Anyone AnyIime. Reach hint at dave@davekahle tont.

WEATHERLY'S lNC., Eugene, Or., celebrated its 50th anniversary with a June 30 open house attended bv 300+ customers, vendors and industry friends. Pictured are (l-r) v.p.l(urt Strahm and owner/president Len Bolton announcing contest winners. Miller Lumber, Bend, Or., won a full load of building materials, while CS Forest Products, Klamath Falls, Or., and Lapine Building Supply, Lapine, Or., won half-loads.

Builders Supply Opens in O.G.

Beach Builders Supply has been launched by Emery Sivak, Mac Millworks, Capistrano Beach, Ca., in a temporary location in Capistrano Beach.

The company will move to a new 7,000-sq. ft. building in San Juan Capistrano, Ca., this month.

"Our primary focus is doors, windows, hardware and mouldings to start, but with plenty of space there will definitely be room to expand in the near future," Sivak said.

Worker Killed at Oregon Mill

A 27-year-old employee was killed in a forklift accident at Fontana Wood Products. Prineville. Or.

Investigators said Joshua Ketchem was working alone July 24 under a large, metal press that was supported by a forklift. The 1,5001b. press fell, pinning him to the ground.

Wood Resources Sells Plywood Mills

Wood Resources LLC, Shelton, Wa., agreed to sell its Southeast operations to Boise Cascade, Boise, Id.

Expected to close in the third quarter, the deal includes softwood plywood producer Chester Wood Products, Chester, S.C., and specialty hardwood/softwood plywood maker Moncure Plywood, Moncure, N.C.

Wood Resources, which acquired Chester and Moncure from Weyerhaeuser in 20O4, will continue to operate Olympic Panel Products, Shelton, and the newly restarted Omak Wood Products, Omak, Wa., which produces softwood veneer for Northwest markets, as well as Douglas fir plywood for specialty and commodity applications.

Thief Shoots Home Depot Guard

One security guard was shot and a second pistolwhipped July 28 as they tried to stop a thief at Home Depot, Hayward, Ca.

The officers saw the suspect attempting to make off with a cart full of tools outside the store's garden center. They tried to apprehend him, but he resisted. During the struggle, he pulled out a gun, shooting one guard in the arm and striking the other in the head with his pistol, before fleeing.

Lumber Huckster Gets Probation

A 66-year-old accountant was sentenced to five years probation and ordered to pay $201,305 in restitution for bilking RBM Lumber, Columbia Heights, Mt. (see May, p.29).

In 2008, Jesse Wall convinced RBM to invest $350000 with him. He later admitted pouring the funds into his own "struggling" business. In 201 l, he repaid RBM $190,000.

Durable Railing Kits

Simpson Strong-Tie's Anchor Designer software has an interactive 3D interface with intuitive navigation and real-time design.

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Steel Balusters

Railing Dynamics' Metal Works balusters are now available in eight galvanized powder-coated steel styles, in 2' lengths in two colors.

Boxed and sold in sets of five or 10, the balusters come in a range of styles that are compatible with Endurance and other vinyl systems and railings.

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Picketing Gable

Feeney has introduced pre-drilled intermediate pickets to provide greater spans between wood posts on CableRail railings.

Intermediate pickets are required when posts are more than 3 ft. apart, to maintain cable spacing and minimize deflection. Both the stair and level pickets are pre-drilled to support cables and can be trimmed onsite to fit railings up to 42" high.

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Extra Layer of Insulation

High-density polyisocyanurate cover boards from GAF can be used as a protective layer over boardstock insulation or to re-cover an existing roof system.

EnergyGuard HD is a 1/2" thick high-density cover board with an R-value of 2.5 HD Plus measures 4'x8 ' and weighsjust l3 lbs.

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Elegant White Mouldng

Finished Elegance white interior moulding and trim from Woodgrain Millwork requires no painting, due to a smooth, antifade finish.

The products and caulk are color-matched to Behr Ultra Pure White semi-gloss. They are resistant to moisture. scratching. marring, and denting.

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Repair Putty

Go2 repair adhesive putty from Loctite can fill, reconstruct, and bond nearly any kind of material, even granite and brick. While all-purpose adhesives are great for most bonding needs, some projects require threedimensional repairs. The easy-toknead putty dries white, is water and temperature resistant, and can be sanded or painted.

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(800) 624-7161

Green Flooring Adhesive

DriTac Premium Green woodflooring adhesive contains no VOCs, solvents or isocyanates.

The easy-to-clean formula is designed for installation of solid wood and multi-ply engineered planks, bamboo, exotic woods, plywood and parquet.

It can also be used as a sound and moisture control adhesive, to meet building code requirements for multi-unit housing.

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At n"ur Lumber Servlce, we supply domestic and foreign hardwoods. Our products and servlces lnclude:

. Hardwood Lumber & Ptne

Hardwood Pl5rwood &Veneers

. Melamlne Pl5rwood

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. Milllng (mouldlng proflles, S2S, SLRIE, SLR2E, & resawn lumber)

Woodworking Accessories (appllques, ornaments, butcher blockg, corbels, etc.)

. Woodworking Supplies (deft flnlehes, color putt!, adheslves, etc.)