Putting a customer prospecting strategy into practice is essential for companies seeking improvements in their sales results and, consequently, in the growth of the organization as a whole.
If there is no customer, there is no sale, and if there is no sale, the company loses its purpose of existing. Therefore, every action that involves winning new customers must be one of the management's priorities.
In this article, in addition to better understanding the importance of strategic customer prospecting, you will learn about the prospecting steps and tips that will help you build a foolproof strategy for your business.
The Importance of Strategic Customer Prospecting
Prospecting involves specific processes and techniques developed by companies to create a favorable environment for winning new customers and closing new contracts.
With active prospecting, the company can increase its customer base, improve its revenue results and, consequently, grow with its market.
Therefore, prospecting is essential to the survival of any company, which is why all processes related to winning new customers should be one of the priorities in organizational planning.
This leads us to conclude that prospecting acts as a driving force for the development and increase of profitability, being an indispensable strategy within any company, regardless of its size, activity or line of business.
4 Customer Prospecting Steps
Prospecting means seeking new customers for the company. However, before looking for new customers it is necessary to organize the internal processes, knowing the steps and planning the actions that will be taken. Here are the four essential steps of prospecting and how to put it into practice:
At this stage, you should look for answers to key questions regarding your potential customer's profile and needs. Here are some questions to ask in the qualifying step that will help you through the rest of the steps:
Does this potential customer have needs that can be addressed by my product/service?
Does this potential customer know my business?
Does it use solutions offered by my competitors?
Has this person using any products or services offered by my business?
What is the consumption behavior of this potential customer?
How can I develop a connection with this potential client?
The answers to these questions will help you understand if the prospective customer is aligned with your business and has a profile that justifies continuing the prospecting process.
Once you qualify and identify potential customers who have a profile in tune with your business, the next step is prioritization. Here you will select the right group of people/companies that are most likely to become customers.
You can classify the group of people by the chance of sales by dividing them into three groups: high, medium and low. At first, you should focus your prospecting strategies on the high potential sales group.
The third step is that of knowledge. Here you will better study the list of customers with high sales potential who were selected in the previous step.
The idea is to gather personalized information about these potential customers, for example, their preferences, needs, and economic level. This will allow us to develop a more personalized and effective approach that contributes to finalizing sales.
Finally, the fourth step is contact, at which point you will put into practice the approach developed in the preparation step. The way the approach will be taken will depend on the profile of the company and its market.
If your business is larger and focused on B2B, the first contact can be made through a call, followed by scheduling a face-to-face visit. If you focus on B2C, there are more possibilities: you can make the first contact via e-mail, via phone contact (call, in-app messaging), send likes via mail.
To define the best form of contact, it is important to know the customer profile and understand which is the least invasive and most effective approach, bringing greater possibilities of closure.
4 Rules for a Customer Prospecting Strategy
Putting in place a prospecting strategy may not be as simple, especially if you are in a highly competitive market. To improve results, it's worth keeping a lookout for some of our tips:
Study the market and analyze your competitors
You must know your market and the competition. Understanding the environment in which your business is embedded is essential for outlining strategies that align with consumer needs and expectations. Also, you can still use your competitor's positive experience as a motivation to improve your business weaknesses.
Develop digital communication channels
People and businesses are on the internet, so your business must be present in the digital medium. Invest in online communication channels, social networks, digital marketing and interacting with people who are interested in your product/service.
Ask for referrals from current customers
Feedback from your customers is a good way to attract the interest of people who are unaware of your brand. So ask your customers to share their shopping experience with your business and show potential customers that they can also access your business.
Structure your company persona and ideal customer profile
Customer knowledge is an endless source of information and data that can contribute to your business. To understand who your audience is, structure a persona and the ideal customer profile for your business.
This information will help you better understand what actions and strategies you need to take to achieve the results you want. Remember that you must know to whom you want to sell your products and / or services. To structure the persona, it is necessary to access data such as age group, profession, level of education, personal interests, difficulties about your product/service, challenges, goals and what kind of information it seeks.
As you can see, customer prospecting requires knowledge and a well-structured action strategy. Investing in this type of solution contributes to increased sales and adds value to the company, favoring its growth as a whole and increasing its visibility in its market.
With a good action plan, it is possible to grow healthily, increase profits and improve the performance of the company as a whole. So invest in prospecting, study your audience, and start putting together an action plan today!