Prospecting: What it is and ways to carry it out

Would you like to increase your sales and get loyal and satisfied customers ? If the answer is yes, then you need to know prospecting, a marketing technique that allows you to identify and attract the most suitable users for your business.

prospecting what is it

What is prospecting and what is it for?

Prospecting is the process of searching, identifying andqualifying potential customers (also called prospects or leads) for your product or service.

It's about finding people who have a problem or need that your business can solve, and who also meet certain segmentation criteria, such as location, budget, purchasing authority, etc.

The objective of prospecting is to generate a database of qualified contacts, who have high interest and a high probability of becoming real customers.

In this way, the time and effort of the marketing and sales teams is optimized, which can focus on the most profitable opportunities with the greatest potential for loyalty.

Prospecting also has other advantages, such as:

  • Increase brand recognition by reaching users who are similar to your value proposition.
  • Reduce acquisition costs by avoiding spending resources on users who are not your target audience.
  • Improve customer satisfaction and retention by offering personalized solutions adapted to their needs and expectations.

How to do prospecting effectively?

To carry out a successful prospecting strategy, it is necessary to follow a series of steps, which we detail below:

  1. Know your buyer persona . The first step is to define the profile of your ideal customer , that is, the type of user who would benefit most from your product or service, and who also has the ability and willingness to buy it. To do this, you can do market research , analyze your competition, and create surveys or interviews with your current or potential clients. Thus, you will be able to obtain valuable information about their demographic characteristics, their consumption habits, their motivations, their problems, their preferences, etc.
  2. Segment your market . The second step is to divide your market into homogeneous groups, according to the criteria you have previously established. For example, you can segment by age, gender, income, location, education level, etc. This will allow you to identify the most attractive and profitable market niches for your business, and adapt your message and your offer to each of them.
  3. Search for lead sources . The third step is to find the most appropriate channels and tools to locate and contact your prospects. There are different sources of prospects, such as social networks , search engines, databases, events, referrals, etc. The important thing is to choose the ones that best suit your type of business, your target audience, and your budget.
  4. Qualify your prospects . The fourth step is to evaluate the level of interest and fit of each prospect, to determine if it is worth investing time and resources in it. To do this, you can use different methods, such as BANT (Budget, Authority, Need, Timing), CHAMP (Challenges, Authority, Money, Prioritization), or GPCT (Goals, Plans, Challenges, Timeline). These methods consist of asking your prospects a series of questions to find out their budget, their purchasing authority, their need, their urgency, their objectives, their plans, their challenges, etc.
  5. Contact and customize . The fifth step is to establish effective and personalized communication with your prospects, to generate trust, create value, and persuade them that your product or service is the best solution for them. To do this, you can use different means, such as email, telephone, chat, social networks, etc. The important thing is to adapt your tone, your style, and your content to each prospect, and offer them relevant, useful, and attractive information.

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How to measure and optimize prospecting?

The last step is to measure and optimize the performance of your prospecting strategy, to ensure that you are achieving your objectives and making the most of your resources.

To do this, you can use different indicators, such as:

  • The number of leads generated.
  • The percentage of qualified prospects.
  • The cost per prospect.
  • The response time.
  • The conversion rate.
  • The return on investment.

These indicators will allow you to identify the strengths and weaknesses of your strategy, and take the necessary corrective actions to improve it.

Thus, you will be able to increase the efficiency and effectiveness of your prospecting, and get more and better clients for your business.

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What tools should be used to perform prospecting?

There are many tools that can help you do prospecting more efficiently and effectively. Some of the ones I recommend are:

  • LinkedIn Sales Navigator : It is a LinkedIn tool that allows you to search, segment and contact your prospects in a personalized way. You can access detailed information about your prospects' profiles, their activities, their connections, etc. You can also create lists of potential clients, send personalized messages, and track your results.
  • Xoxoday Plum : It is an incentive tool that allows you to motivate and reward your prospects for performing actions that interest you, such as registering, downloading an ebook, requesting a demo, etc. You can offer them rewards such as gift cards, experiences, donations, etc. Thus, you can increase the engagement, conversion and loyalty of your prospects.
  • Semrush : It is a market analysis tool that allows you to research your competition, find the best keywords, optimize your SEO, create quality content, etc. You can use it to identify opportunities and threats in your sector, and to create a marketing strategy that differentiates you and positions you as a valuable solution for your prospects.
  • E-goi : It is a marketing automation tool that allows you to create and send email, SMS, push, voice, etc. campaigns. You can use it to communicate with your prospects in a personalized and timely way, based on their behavior, their interests, their preferences, etc. You can also integrate it with other tools such as CRM, social networks, ecommerce, etc.

prospecting what is it

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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