In the execution of a marketing plan, commercial prospecting is a major step towards customer acquisition. It is a crucial phase that needs to be strategically designed in order to generate a significant return on investment. Knowing that prospecting takes time and money, it is important to know how much prospecting to do.
Here are the points discussed in this article that will help you to overcome them:
Commercial prospecting is a phase that precedes the sale. The aim of prospecting is to generate prospects and then to motivate them to buy. When this phase is well developed, it has a direct impact on achieving sales objectives. In other words, prospecting has a major impact on the sales figures generated by your company.
Prospecting also allows you to build up a certain relationship with your prospects. In the process, you will have to share content or exchange with them. You need to provide them with information on a regular basis in order to create a need. This form of communication gradually builds trust. Provided you have addressed the right target, you have a huge chance of seeing this relationship evolve into sales.
The aim of commercial prospecting is, without doubt, to make sales. But before achieving this goal, each step taken has a specific objective.
Companies implement a prospecting campaign as a strategy for acquiring new prospects. This involves quantitative research to obtain information about your target’s needs. Once you have the data, you have the opportunity to set up your strategy and determine the amount of prospecting to be planned.
This is work carried out on a target interested in your product or service. In this context, the aim of prospecting is to encourage them to buy. Indeed, some prospects sometimes tend to procrastinate, or worse, to turn to the competition. Hence the need to follow up on them.
You can also implement a prospecting campaign targeting your existing customers to improve your turnover. Here, the aim is to succeed in making additional product sales to your list of loyal customers.
You will know that prospecting is sufficient when your goals are met. Once you have achieved your goals, prospecting can be closed. In prospecting, there are some key indicators to measure your progress against your goals. For example, you should consider the following elements
In addition, keeping an eye on this data allows you to measure the effectiveness of your strategy and to take corrective action if there are problems. You can use Hubspot to track the progress of your prospecting!
Emailing is a common business prospecting strategy. This method requires the use of a specific tool, but its advantage lies in the possibility of automating the sending and sending personalised messages. We have an article with tips on emailing, if you are interested in this technique.
You can also choose to set up a dedicated prospecting team. This could be particularly effective if you want to prospect by phone. Participation in various trade shows can also be beneficial.
Prospecting can be outsourced, but you can also carry out these strategies in-house. Indeed, there are various companies specialised in this field that you can call upon.
Commercial prospecting must be carried out on an ongoing basis within a company in order for it to continue its business. The amount will depend on the goals set in terms of conversion rate, turnover, appointments made, etc. Once you have achieved these goals, you can stop the conquest phase and move on to follow-ups and portfolio development. You can start a new wave of prospecting, once the objectives have been reached and the campaign has been completed !