How to create a prospecting plan in 4 steps
A structured prospecting plan is essential to maximizing the effectiveness of your sales efforts. It allows you to define a framework precise and direct your actions towards measurable results. By establishing a well-defined plan, you can not only improve your conversion rate, but also transform your prospects into commercial opportunities.
New technologies offer a multitude of prospecting channels, and it is crucial to choose the ones that best suit your goals. A well-designed prospecting plan guides you through these strategic choices, ensuring successful commercial prospecting.
1. Define clear and measurable objectives
Importance of prospecting objectives
Why clear goals are essential
Define clear objectives is crucial to guide your prospecting efforts. Without specific goals, you risk getting scattered and losing sight of your priorities. Well-defined goals allow you to focus your resources and optimize your time. They serve as a compass for your actions, helping you stay on track and evaluate your progress. According to one study, companies that set clear goals increase their productivity by 20%.
How to set measurable goals
So that your prospecting objectives are effective, they must be measurable. This means you need to be able to quantify your progress and evaluate your success. Use key performance indicators (KPI) to track your progress. For example, set a specific number of new prospects to contact every week. This will allow you to measure the impact of your actions and adjust your strategy if necessary.
Use of the SMART Method in commercial prospecting objectives
Using the SMART method in your plan
The SMART method helps transform general intentions into specific, measurable goals, thereby increasing the effectiveness of prospecting efforts. Here is a detailed explanation of each aspect of SMART, accompanied by concrete cases to illustrate the impact of each criterion.
1. Specific
Definition : A specific objective means that it is clear and unambiguous. The more specific the objective, the easier it is to execute it and direct efforts effectively.
Real world example : Instead of simply aiming to “increase leads,” a specific goal would be “identify 30 qualified leads per month in the fintech industry.” By formulating this objective precisely, the prospecting team knows exactly where to focus its efforts and can adapt its strategy according to that particular sector.
Case study : A B2B company that recently adopted this objective was able to optimize its targeting. Rather than prospecting broadly, it was able to develop prospecting campaigns specifically for the fintech sector, thus doubling its conversion rate.
2. Measurable
Definition : A measurable objective has quantifiable indicators to assess progress. This helps track performance and know when the goal has been achieved.
Concrete example : When it comes to email prospecting, instead of simply “improve response rate,” the goal could be “increase email response rate by 15% in three months.” This specific percentage can be tracked with email analytics tools to evaluate the success of the initiative.
Testimonial : A SaaS company implemented this measurable objective for its email campaigns, using a CRM to measure response rates and analyze lead engagement. By comparing results month over month, the team was able to identify the most effective approaches, resulting in an improved response rate of 20% in just two months.
3. Achievable
Definition : An achievable goal is ambitious but realistic, taking into account the team's current resources and capabilities. A goal that is too ambitious can discourage teams, while an achievable goal motivates them to move forward.
Real world example : If a business is currently generating 100 qualified leads per month, an achievable goal might be to increase this by 10% instead of aiming for a sudden doubling. A realistic objective could therefore be: “Generate 110 qualified leads per month over the next two quarters.”
Case study : A company in the digital solutions industry attempted to double its leads in six months but encountered retention difficulties. By adjusting her goal to a 15% increase per quarter, she gradually achieved a 45% increase in nine months, with better team satisfaction and higher quality leads.
4. Realistic
Definition : A realistic objective means that it is achievable given the resources and the context in which the company operates. This involves taking into account constraints, such as time, budget and staffing.
Concrete example : For a prospecting team of three people, a realistic objective would be to “complete three product demonstrations per week”, and not to plan around twenty demonstrations, which would be unrealistic with the available resources.
Testimonial : An SME specializing in marketing services lowered its prospecting objectives, which were initially too ambitious for the size of its team. By scheduling a realistic number of product demos, they improved their conversion rate by 8% because the team could focus more on each potential customer and provide them with a better experience.
5. Temporal
Definition : A temporal objective is limited in time. This motivates the team to act proactively and allows progress to be measured over a defined period of time.
Real life example : Rather than simply looking to “increase conversion rate,” a time-based goal would be: “increase the conversion rate of qualified leads by 10% over the next six months.”
Case Study : A consulting firm seeking new business used time-based targets for its prospecting efforts, setting monthly milestones to achieve. Thanks to this approach, the company managed to sign four new contracts in six months, exceeding its initial forecasts thanks in part to the motivation generated by the deadline of each level.
Global Example: Putting a Complete SMART Goal into Practice
Let's say a B2B company wants to increase its sales in the cybersecurity sector. A SMART goal could be defined as follows:
Specific : Identify and contact 40 new companies in the cybersecurity sector.
Measurable : Obtain at least 8 positive responses from qualified prospects per month.
Achievable : The prospecting team's capacity allows it to process approximately 50 prospects per month, making this goal realistic.
Realistic : The team has the resources and tools necessary to process this volume.
Time-bound : Achieve this goal by the end of the quarter.
By applying this SMART objective, this company's prospecting team managed to obtain 30 new qualified connections in three months, by refining its approach on solutions adapted to each segment contacted.
The SMART method is therefore an essential guide for structuring prospecting efforts, allowing teams to define realistic and measurable objectives that guarantee greater efficiency. Based on practical examples, readers can make each aspect their own and adapt it to their own sales prospecting strategies.
2. Targets and Prospect Qualification
There qualification of prospects is a crucial step in the prospecting process. It allows you to concentrate your efforts on the most promising prospects, thus maximizing your chances of conversion.
Understanding Qualification to Prospect
Lead Qualification Criteria
To effectively qualify your prospects, you must establish clear criteria. These criteria may include budget, need, decision-making authority and timing. For example, a qualified lead must have a real need for your product, have the necessary budget and be ready to make a purchasing decision within a reasonable time frame. According to a study, 67% of companies that define clear qualification criteria increase their conversion rate.
Tools for evaluating leads
Use assessment tools to help qualify leads. CRM (Customer Relationship Management) are particularly useful for monitoring interactions with your prospects and assessing their potential. Tools like Magileads, HubSpot Or Salesforce allow you to centralize information and analyze data to make informed decisions. By using these tools, you can quickly identify prospects who deserve your attention.
Qualification stage and process for a commercial prospecting plan
Steps to qualify effectively
To qualify your leads effectively, follow these steps:
Information Gathering : Use online forms or discovery calls to gather key information about your prospects.
Needs analysis : Identify the specific needs of each prospect and evaluate how your product can meet them.
Potential Assessment : Use your qualification criteria to assess the potential of each prospect.
Prioritization : Rank your prospects based on their potential and focus your efforts on those who are most likely to convert.
By following these steps, you can optimize your qualification process and increase your chances of success.
Mistakes to avoid when qualifying
Avoid these common mistakes when qualifying leads:
Ignoring Buying Signals : Don't ignore signals that indicate a prospect is ready to buy.
Focus only on volume : Don't just focus on the number of leads, but on their quality.
Neglecting follow-up : Make sure you follow up with your prospects regularly to maintain their interest.
By avoiding these mistakes, you can improve the efficiency of your qualification process and maximize your chances of conversion.
3. Choice of prospecting channels
Identify appropriate channels and define objectives
Analysis of different channels
To maximize the effectiveness of your prospecting, you must analyze the different channels available. Each channel has unique advantages. For example, LinkedIn is ideal for professional networking, while email marketing allows you to reach a large audience with personalized messages. Phone calls, on the other hand, offer direct and personal interaction. A study shows that the multichannel prospecting generates more sales meetings than simple prospecting on a single channel. By diversifying your channels, you increase your chances of converting prospects into customers.
Selection of channels according to objectives
Choose your channels based on your prospecting objectives. If your goal is to reach decision-makers in companies, LinkedIn might be your best choice. To increase awareness of your brand, social networks like Facebook Or Instagram may be more effective. Evaluate your resources and your target audience to select the channels that will best achieve your goals.
Optimizing the use of channels in a commercial prospecting plan
Strategies to maximize impact
To maximize the impact of your prospecting channels, adopt targeted strategies. Personalize your messages for each channel. For example, adapt the tone and content of your emails based on the interests of your prospects. Use automation tools to manage your campaigns and track interactions. A well-orchestrated multi-channel approach can increase your conversion rate significantly.
Measuring channel effectiveness
Measure the effectiveness of each channel to adjust your strategy. Use key performance indicators (KPIs) such as response rate, conversion rate, and return on investment (ROI). For example, if you notice that your emails are generating a high response rate, focus more effort on that channel. By regularly analyzing your results, you can optimize your commercial prospecting plan and maximize your commercial success.
4. Creation of a script of a commercial prospecting plan and follow-up of prospects
A well-designed prospecting script is an essential tool to guide your interactions with prospects. It helps you structure your calls or emails, ensuring clear and effective communication. A good script allows you to stay focused on your goals while adapting to the specific needs of each prospect.
Developing the script and choosing actions
Components of an Effective Script
To create an effective prospecting script, you need to include several key elements:
Catchy Introduction : Start with a phrase that captures the prospect's attention. For example, mention a relevant statistic or a common problem that your product can solve.
Clear presentation : Briefly explain who you are and why you are contacting the prospect. Be concise and direct.
Open-ended questions : Ask questions that encourage the prospect to share their needs and challenges. This allows you to better understand how your product can help them.
Value proposition : Highlight the unique benefits of your product or service. Explain how it can meet the prospect's specific needs.
Call to action : End with a clear invitation to take the next step, whether that's an appointment, demo, or free trial.
*Charlie Beale, Account Executive at Cognism, highlights the importance of a well-structured script to maximize the effectiveness of prospecting calls.*
Adapt the script to different prospects
Every prospect is unique, and your script should be flexible enough to adapt to different situations. Here are some tips for customizing your script:
Segment your prospects : Classify your prospects based on criteria such as industry, company size or decision maker role. This allows you to personalize your approach.
Use relevant examples : Include examples or case studies that resonate with the prospect’s industry or specific challenges.
Pay attention to signals : Actively listen to the prospect's responses and adjust your speech accordingly. Show that you understand their needs and are prepared to meet them.
Importance of lead tracking
Follow-up is a crucial step in the prospecting process. It allows you to maintain the interest of the prospect and increase your chances of conversion.
Regular monitoring techniques
To ensure effective monitoring, adopt the following techniques:
Schedule reminders : Use a CRM to schedule automatic reminders and never miss a follow-up opportunity.
Send personalized emails : After a call or meeting, send a personalized thank you email that summarizes the points discussed and proposes a concrete action.
Use automation tools : Tools like HubSpot or Salesforce can help you automate certain follow-up tasks, allowing you to save time while still staying in touch with your prospects.
Adjustment of the strategy according to the results of your commercial prospecting
It is essential to regularly evaluate the effectiveness of your prospecting plan and adjust your strategy based on the results obtained. Here's how to do it:
Analyze your KPIs : Examine key performance indicators such as response rate, conversion rate, and ROI.
Identify weaknesses : Identify steps in the process that could be improved and make adjustments as necessary.
Test new approaches : Don’t be afraid to experiment with new prospecting techniques or channels to see what works best for your business.
By following these tips, you can create a solid prospecting plan that maximizes your chances of business success.
To succeed with your prospecting plan, follow these four essential steps: define clear objectives, qualify your prospects, choose the right channels and create an effective script. Continuous improvement plays a crucial role in optimizing your performance.
By regularly adjusting your strategy, you can adapt to market changes and maximize your results. Don't wait any longer to implement this plan. You will quickly see significant improvements in your prospecting efforts and conversion rate.
See also for a commercial prospecting plan
Comprehensive Manual of Commercial Prospecting in 2024
Methods to Create Qualified Leads
Supreme Manual for Effective B2B Commercial Prospecting
