WHERE
A R E T H E Y L O C A T E D
Where do salespeople find prospects?
The simplest answer to this question is they find them in their sales territories. Fundamentally, every adult
in a dealer's market is a prospect, if they're qualified.
All too often, dealers begin the process of qualifying sales prospects by combining location and
demographic information in one pass – "Women 45-54 in these zip codes with household income over
a certain amount." This artificially limits a dealer's prospects to those who the dealer assumes are most
likely to be qualified but excludes every other potential high-quality prospect who does not fit that filter.
Back when prospect conquesting and qualification was a manual process, this may have made sense.
Today, with automated digital tools doing the hard work, it's just a way to lose high-quality prospects
before you even know they existed. Dealers can conquest their entire local market for valuable sales leads
by taking a holistic market view.
