Looking for an effective sales prospecting strategy for your business and want to acquire new clients? You'll need to go through the prospecting . This is essential for improving your revenue and ensuring the long-term viability of your business. However, since there are different techniques for conducting it, you'll need to consider the context and the type of prospects you're targeting. Discover the basics of prospecting !
Sales prospecting strategy: a hunt for new clients
Sales prospecting strategy is an approach that involves searching for and finding new prospects . Sales prospecting has two variations. One is adapted to B2C (business to consumer) , where the sales force directly contacts individuals. The other focuses on B2B (business to business) , where salespeople meet with business leaders to sell their goods or services. In this case, the sales strategy is tailored to the prospect's needs and capabilities.
The ultimate goal is to convert your sales prospecting strategy into clients . To achieve this, you will need to go through these 4 steps:
- Qualifying the "lead" (or prospect who has already provided their contact details): using a marketing campaign, a free trial, a promotional action, etc.;
- Identifying the "buyer persona": that is, analyzing the habits and problems of your prospects, in order to personalize your message;
- Responsiveness: your marketing and sales team must contact the prospect as soon as possible;
- Innovation: the need to be creative to stand out from your competitors.
Therefore, a very precise strategy will need to be put in place in order to then determine the concrete actions to be taken.
Choosing your sales prospecting strategy
Before implementing your strategy, you must first define your objective . Is it to find new customers? Or to retain those who already consume your products?
If your goal is to target new customers, the most important thing is to identify the prospects who will need your offer. Then, group them according to predefined criteria. This is called segmentation . These criteria will vary depending on your target audience.
In B2C , they can take into account age, professional status, and purchasing power. But in B2B, it can concern company size, sector of activity, etc. The common criterion remains geographical location.
After compiling this list, begin contacting your target audience using one of the available techniques. The messages you convey must be precise and clear. If you have any doubts, don't hesitate to contact specialized agencies !
If, on the other hand, your goal is to retain current customers , the most important thing is to build loyalty and then generate additional sales . This process is called customer retention. When it comes to customer loyalty , the priority is to have a good relationship with the customer. Your customer needs to feel that you are available and supportive . Loyalty rewards, personalized offers, creating a sense of belonging, and so on are tactics you can use.
To ensure customer loyalty , flexibility and performance must work together. Upselling requires time, as the offer must be personalized. To develop this offering, it will be necessary to analyze your customers' purchases.
Don't forget to keep a dashboard to see the relevance of your sales prospecting strategy, and modify it if necessary.
READ ALSO: B2B sales prospecting tool: maximize your sales
Sales prospecting techniques
The strategy of telephone sales prospecting or telemarketing
The goal is to sell a product over the phone and/or schedule an appointment with the client. These phone calls are generally made from offshore call centers using qualified leads. Unfortunately, telemarketing is often perceived as intrusive by the public.
Soliciting
This is a form of direct sales. The salesperson contacts the customer at their home, workplace, or any other location not intended for commercial purposes. This is also known as door-to-door sales. The problem is that this alternative is subject to the provisions of the Hamon Law. The customer has 14 days to cancel the purchase after the sale.
Direct marketing
It 's quite broad because this technique notably encompasses advertising communication , which can generate direct action. Mail, fax, telephone, and digital marketing (email, sponsored links, banner ads, social media , etc.) are among its channels.
Attendance at trade fairs and exhibitions
These are trade shows that bring together numerous participants . The goal is to gather businesses in one place . They come to showcase their goods and services to a knowledgeable audience. These events can be regional, national, or international in scope. Trade shows often bring together exhibitors from the same industry . When a trade show is considered specialized, it targets a professional audience. Fairs, on the other hand, encompass diverse sectors and are aimed at the general public. Fairs often have a festive atmosphere. These trade shows and fairs offer excellent visibility to potential clients, but also provide an opportunity to observe your competitors , demonstrate your professionalism , expand your network , and enhance your experience .
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When prospecting for new clients , it's crucial not to use these techniques indiscriminately. You'll need to decide based on your target audience . Subsequently, you'll need to facilitate the purchasing process to ensure customer satisfaction . A satisfied customer is more likely to recommend your business . Conversely, negative publicity will be detrimental to your entire operation. As the marketing saying goes, "A satisfied customer tells two people; a dissatisfied customer tells ten."
Choosing the best and most effective sales prospecting strategy
Expert references and credible studies
Industry Studies and Analyses:
A recent Salesforce study (2023) reveals that companies using a multichannel approach see their conversion rates increase by 28% compared to traditional methods. Read the study
The Harvard Business Review published an analysis showing that personalizing prospecting messages improves response rates by 35%. Read the article
Renowned expert
Jill Konrath, author of “Selling to Big Companies,” explains: “Modern prospecting requires an approach focused on creating immediate value for the prospect.” See her blog.
Mark Roberge, former CRO of HubSpot, emphasizes the importance of alignment between marketing and sales in prospecting strategies. Read his analysis
User testimonials on sales prospecting strategy
- “By adopting personalized video prospecting, we increased our qualified appointments by 40% in 3 months” – Pierre D., Sales Director, Tech Startup, LinkedIn Testimonial
- “Our team has reduced prospecting time by 60% thanks to the intelligent automation of initial contacts” – Sophie M., SME Sales Manager ( Twitter post)
- “The combination of cold emails and systematic follow-up calls allowed us to double our pipeline in 6 weeks” – Ahmed T., Business Developer. Video testimonial
- “By segmenting our database by purchasing behavior, we achieved an 8% conversion rate on our campaigns” – Laura G., CRO Scale-up, Medium article
- “The consultative rather than sales-oriented approach has transformed our results with key accounts” – Marc L., Key Account Director (podcast interview)
Stories and anecdotes about sales prospecting strategy
- How Dropbox achieved 10x growth in 2008 thanks to viral marketing integrated into its prospecting strategy: A case study
- The Xerox story that revolutionized sales by training salespeople to ask open-ended questions. Full story
- Slack's turning point: abandoning cold emails to focus on word-of-mouth marketing - TechCrunch Analysis
- A startup's costly mistake: prospecting without segmentation for 6 months (Reddit post)
- How a salesperson landed a €250k contract using humor-based prospecting ( Forbes article)
Segmentation of prospecting strategies
| Type of segmentation | Features | Recommended tools |
|---|---|---|
| Industrial | Adapting to lengthy purchasing processes | LinkedIn Sales Navigator |
| Behavioral | Targeting based on prospect actions | HubSpot Sequences |
| Very small businesses/small and medium-sized enterprises | Direct approach and quick results | Loom prospecting video |
| ETI | Multi-stakeholder strategy | Enterprise CRM |
| Digital | Automation of initial contacts | Lemlist |
Diagram: [Ideal prospecting process] → Identification → Qualification → Initial contact → Follow-up → Conversion
Questions and Answers on Sales Prospecting Strategy
What is the most effective sales prospecting strategy in 2024?
Data from Gong.io shows that the combination of personalized email + call within 24 hours yields 73% better results.
How to prospect effectively with major accounts?
A study by RAIN Group reveals that 82% of decision-makers accept meetings when the proposal creates value.
Should quantity or quality be prioritized in prospecting?
The benchmark shows that top performers contact fewer prospects but are better qualified.
What tools can be used to automate prospecting?
Solutions like Outreach.io and Salesloft allow you to automate 40% of the process without losing personalization.
How to measure the effectiveness of your sales prospecting strategy?
Track the response rate, the number of appointments and the conversion rate into opportunities.
How long does a good sales prospecting strategy cycle take?
HubSpot data indicates that 5 to 7 contacts over 2-3 weeks optimize results.
How to reduce rejection rates in sales prospecting strategy?
SalesHacker's analysis recommends avoiding sales jargon and focusing on the prospect's needs.
What role do social networks play in sales prospecting strategy?
A LinkedIn study shows that messages via the network are 3x more likely to get a response.
How to adapt your prospecting to remote work?
Experts advise making greater use of video and collaborative tools like Miro.
What budget should be allocated to your prospecting strategy?
The AA-ISP benchmark indicates that companies dedicate 15-25% of their sales budget to prospecting.
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