Do you have a business and want to attract new customers? You will have to go through the prospecting stage . This is necessary to improve your turnover and sustain your business. However, as there are different techniques for conducting it, it will be necessary to take into account depending on the context and the type of prospects targeted. Discover, through this article, the basics of prospecting !
Commercial prospecting: a hunt for new customers
Commercial prospecting is a process which consists of searching for and finding new prospects . Commercial prospecting has two variations. One is adapted to B2C (“business to consumer”) , where the sales force addresses individuals directly. The other focuses, on the other hand, on B2B (“business to business”) , where salespeople go to meet business managers in order to sell their goods or services. In this case, the commercial strategy adapts to the needs and possibilities of the prospect.
The end goal is to turn prospects into customers . To get there, you will have to go through these 4 steps:
- Qualification of the “lead” (or prospect who has already provided their contact details): using a marketing campaign, a free trial, a promotional action, etc. ;
- Identification of the “buyer persona”: that is to say the analysis of the habits and problems of your prospects, in order to personalize your speech;
- Responsiveness: your marketing and sales team must contact the prospect as quickly as possible;
- Innovation: the need to be creative to stand out from your competitors.
It will therefore be necessary to put in place a very precise strategy in order to then determine the concrete actions to be carried out.
Choosing your commercial prospecting strategy
Before implementing your strategy, you will first need to define your objective . Is it about finding new customers? Or build loyalty among those who already consume your products?
When it comes to targeting new customers, the most important thing is to identify the prospects who will need your offering. Then, group them according to predefined criteria. This is called segmentation . These criteria vary depending on your target.
In B2C , they can take into account age, professional situation and purchasing power. But in B2B, this may concern the size of the company, the sector of activity, etc. The common criterion remains geographical location.
After establishing this list, start contacting your target , using one of the techniques at your disposal. The messages you will convey must be precise and clear. If you have any doubts, do not hesitate to call on specialized agencies !
If, on the other hand, you are looking to retain current customers , the most important thing is to retain and then create an additional sale . This operation is called monitoring the existing portfolio. In the context of loyalty , the priority is to have a good relationship with the customer. Your client must feel that you are available to them and that you support . Loyalty rewards, personalization of offers, creating a sense of belonging, etc. are tactics you can use.
To ensure loyalty , flexibility and performance must work together. As for the additional sale , it requires time, because the offer must be personalized. To develop this offer, it will be necessary to analyze your customers' purchases.
Don't forget to keep a dashboard to see the relevance of your strategy, and modify it if necessary.
READ ALSO: BtoB commercial prospecting tool: maximize your sales
Commercial prospecting techniques
Telephone prospecting or teleprospecting
The objective is to sell a product by telephone and/or make an appointment with the customer. These phone calls are generally made from offshore call centers based on qualified files. Unfortunately, telemarketing is often labeled intrusive by the public.
Canvassing
This is a form of direct prospecting. The salesperson contacts the customer at his home, at his workplace or in any other place that is not intended for marketing. We also talk about door-to-door. The problem is that this alternative is subject to the provisions of the Hamon law. The customer thus has 14 days to withdraw after the sale.
Direct marketing
It is quite broad because this technique includes in particular advertising communication , which can generate direct action. Mail, fax, telephone, digital marketing (email, commercial link, advertising banner, social networks, etc.) are among its channels.
Presence at fairs and exhibitions
These are commercial events which bring together several participants . The aim is to bring businesses together in one place . They then come there to exhibit their goods and services to an informed public. They can be regional, national or international in scope. The show often brings together exhibitors belonging to the same sector of activity . When a show is said to be specialized, it targets a professional audience. The fair, for its part, brings together diverse sectors and is aimed at the general public. The fair often has a festive dimension. These shows and fairs provide you with good visibility among customers, but are also an opportunity to see your competitors , prove your professionalism , expand your network of contacts and consolidate your experience .
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During commercial prospecting , it will not be a question of using these techniques indiscriminately. You will decide, depending on your target , which ones are the most optimal. It will then be necessary to facilitate the purchasing process in order to satisfy your customer . Indeed, a satisfied customer will be more inclined to recommend your company . On the other hand, a bad buzz will be harmful to your entire business. Indeed, as a marketing quote says: “A satisfied customer talks to two people; a dissatisfied customer talks about it at 10”.
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