Prospecting: What it is and ways to carry it out

I believe that at a certain level of marketing knowledge, many of us know that the essence of successful sales consists of knowing the user's weak points or needs, in order to offer a solution, not a product or service.

With this in mind, there is the term prospecting, another anglicism that refers to attracting potential customers (leads) to a specific website. To achieve this, the prospect or possibility of these users coming to see your products/services and purchasing from you must be based on data and the creation of functional scenarios for this objective.

By offering a solution in the format that you should already know about your buyer persona , prospecting offers an opportunity to connect with their daily interests and needs, which makes them likely to be loyal customers and promoters of your brand (everyone's dream). company).

Advantages of prospecting

When done properly, prospecting is capable of:

• Get quality leads. Those users who have a legitimate interest in what is offered.
• Attract loyal and recurring customers.
• It uses different channels and formats to reach the user.
• Increase sales significantly .
• Reduce marketing costs by knowing which audience to focus on.
• Improves brand recognition, since users are similar to what you offer.

Difference between prospecting and lead

It is important to differentiate between lead and prospecting.

On the one hand, let's define that a lead is that user who comes to your website showing interest and then, subscribing to your newsletter, contacting you by WhatsApp or calling you.

On the other hand, prospecting is those users who come to your website but as a result of a deep analysis and investigation of their interests, knowing how to communicate with them and thus their arrival is much more valuable.

Despite the differences, a lead can undoubtedly become a loyal customer. This, if you can create an effective nutrition strategy and understanding of your journey .

How to carry out a prospecting strategy?

In order to execute prospecting successfully, the following steps can be followed:

Know your users and their industry

Before any step, we must know our buyer persona. To do this, we can use platforms such as LinkedIn, Facebook or even Ads ads , since by seeing the type of publications and interactions, we can create segments and classify them according to the degree of affinity with our product or service.

Prioritize prospects and stages

As we already mentioned, it is necessary to know the key users and be able to classify them according to the degree of interest they contain. Likewise, it is necessary to know the most important stages of the funnel or where there is the greatest possibility of success or failure and work on it with quality.

Here the concept oflead score comes into play and its importance is vital to not waste efforts on non-viable users.

Contact and customization

Considering prospects as a number is a practice that should no longer exist. Now, personalizing messages and talking about interests creates bonds with are extremely profitable in the long term.

To get to know your prospect, go to their profiles and find out what they publish, what they like, their needs; and with that information, create tailored messages.

It is also possible to create a map or path of objections that the user can present and thus be prepared in the convincing process.

When contact occurs via email or phone, it is necessary to give the prospect space and make sure that you are not selling a product, but a solution. It can help to offer invitations to webinars, blog posts, podcasts, and other resources that help the prospect understand why you are the ideal solution.

Concrete and sell more

If the above has worked, the prospect becomes a customer and at that moment, it is possible to carry out upselling and cross-selling strategies, but always remembering the reference point: offering solutions.

Apply these recommendations, I assure you that with these changes you will make your emails have a better impact. If you want more information on this topic, at MHA you will find the solution you need .