Do you want to boost your sales and secure the future of your business? If so, you need to take a close look at your prospecting and implement the tools and resources that are best suited to the products you market or the services you offer.
Preliminary steps before launching a prospecting campaign
Whatever the means and tools you're about to use, don't forget that effective prospecting always starts with creating a solid base of qualified potential customers. There's no point in approaching people who have no need for your products or services. Of course, this principle doesn't apply if you're taking part in trade shows, since in that case it's the potential customers who come to you. So before you start prospecting, you need to check that your contact lists are up to date and relevant, to avoid wasting time and money.
Then you need to work on your sales pitch and test it on a few volunteers. This will enable you to discover the objections your prospects are bound to raise. By anticipating their questions, you'll have all the answers at your disposal, without having to do any research. This is vital if you're using the field approach, telephone prospecting, webinars and trade shows.
Finally, you need to be patient and not get discouraged if your first prospecting campaigns don't live up to your expectations. The important thing is to get started and test different types of prospecting to determine which are best suited to your product and your target clientele.
Field prospecting
Often used in B-to-C prospecting, this method of prospecting is now being abandoned in favor of digital prospecting, as it is very time-consuming. In this age of distance selling, however, it's worth taking a closer look, as it offers a number of advantages, especially if your clientele is in a high age bracket. Many seniors, for example, are not very comfortable with the Internet and prefer direct communication.
Field canvassing is perfectly suited to certain sectors, such as small businesses, especially if you want to work locally. It allows you to stand out from your competitors and get past the secretarial hurdle more easily.
Telephone prospecting or phoning
It's an inexpensive way of prospecting, as it eliminates all travel expenses.
If you choose to use this tool, you will often be required to use a call center whose aim is to obtain sales appointments. It's essential to target your prospects carefully to avoid unnecessary costs. Despite its intrusive nature, especially when aimed at a specific clientele, phoning still has undeniable advantages.
If you carry out this type of prospecting yourself, it can be very effective, as it enables you to quickly identify decision-makers. What's more, when the person you're approaching expresses doubts about the good you're selling or the services you're offering, you'll be able to answer their questions straight away.
Mail campaigns
The main advantage of e-mail campaigns is that they're a fast, inexpensive way of canvassing, and allow you to personalize your mailings.
This solicitation channel is far less intrusive than phoning. However, it can't be used when you're just starting out in your business, as it requires you to have already built up a list of prospects ready to receive your messages. What's more, to get a good return on investment (ROI), you need to target the recipients of your mailings perfectly.
Webinars
This method of prospecting is relatively new and not yet widely used, but there are many webinar software programs that are easy to use.
It lets you get intouch with potential customers far from your location, without having to travel. Webinars are very user-friendly, as they enable participants to ask questions live and get answers in the same way as if you were face-to-face with them.
This method of prospecting can make it easier to sell a product by giving a demonstration, which is often the best way to convince a hesitant future customer. Seeing and hearing you reinforce your credibility and expertise, which is reassuring for potential buyers.
Trade shows
If you're in the B-to-B business, trade shows are a must for prospecting. At a specialized trade show, you're sure to meet visitors who have come because they're interested in your products or services. What's more, it's the ideal place to collect as many e-mail addresses as possible, which you can then use for a highly targeted e-mail campaign or to organize a webinar.