4 Ways to Perfect Prospecting
Tips on How Prospecting for the Right Clients Will Help Your Brand Prosper
New clients are essential to every brand. Bringing new and valued customers into the fold is vital to a growing business, but prospecting can be tricky. Getting fresh feet through the door is only half the battle; making sure those new customers are the right prospects takes a strategy.
Not all new customers are the same. You want repeat business and people who have the potential to refer friends. In other words, you want future brand advocates. But how do you make your prospecting efforts line up with quality customers?
Here are 4 ways to perfect prospecting.
1. Make Prospecting a Habit
Make prospecting a daily priority. Your sales staff needs to know how important bringing in new business is to the company as a whole. Have your team set aside time every day. Leaving prospecting to only certain days a week or month limits your potential. Your brand risks losing new business by not making prospecting the number one task of your sales team.
Pro-Tip: Write a weekly plan that works in prospecting every day. Try scheduling time in the morning, when the energy is fresh.
2. Use Multiple Methods
Forming new relationships is not a one-size-fits all plan. You have to be flexible enough to try many methods, over and over again. If you are great at networking in person but hate making cold calls, guess what? You still have to make cold calls, but you don’t have to make cold calls every single day.
A few things to try:
- Cold Calls
- Trade Shows
- Direct Mail
- Social Network
Pro-Tip: When you create your prospecting schedule, create a rotation of all of your methods. Track your results to see what nets the most prospects. That can be your go-to method. Other methods should still be in the mix and you should work towards making improvements.
3. Focus on the Goal
The goal of prospecting is to open a relationship. Don’t get lost in analysis, a presentation, or a discussion about the merits of your product or service. You need to focus on scheduling an in-person meeting. That’s the beginning of the real relationship. Not the phone calls, not the emails, the goal of prospecting should be to meet in person and then close.
One of the reasons some salespeople struggle with getting that initial face-to-face meeting is because they feel that they have to prove that they can create value for the prospect during their prospecting activity (first phone call, first email, etc.) But prospecting has a very different goal– opening up the possibility that you can work together towards creating value.
You don’t have to sell your brand entirely during the first call, but you do have to sell yourself enough to start a new relationship.
4. Nurture Those Relationships
Remember business relationships are built over time. Your consistent pursuit of the right prospects is part of a longer-term plan for success. It takes some finesse and some nurturing.
These people need to hear from you on a regular basis. Make calls, send thank you notes, email new offers, send surveys, share studies, just make sure they hear from you consistently. It’s all part of nurturing the start of that new relationship.
Some of the best prospects take the longest time to earn. Your consistent nurturing of these relationships will open opportunities for you over time. After a while, they know you are not going to disappear, that you are truly interested in working with them. They will know you are a professional who executes well and is committed to their business.
They will know you are a true partner in the making.