It should be understood that a company must have a clear positioning; the targeting phase of its prospects is therefore mandatory. The entrepreneur must, in fact, ask himself what type of buyer his products or services correspond to.
The business manager must distinguish two types of prospects: the so-called “hot” prospects, which often result from recommendations or personal acquaintances, and the “cold” prospects who will have to be prospected for the first time, without outside help. Both types of leads are absolutely necessary to generate sales and get the most out of prospecting, although, of course, their approach is different.
Cold prospects should be approached with the support of various marketing and sales techniques, prospecting calls, email campaigns, contact via social networks, etc. In general, this is the most difficult step for entrepreneurs who can, therefore, imagine outsourcing this part of the prospecting. An experienced operator can sort through an unqualified database in order to identify opportunities. By this, we mean prospects whose general profile (location, size, seniority of the company) but also the principles and values are perfectly within the target of the company.
As part of this prospecting, it will be more relevant for the entrepreneur to multiply the points of contact with his highly qualified prospects; he will also give more weight to these meetings by investing in the sales process personally because ultimately, the business owner will always be the best salesperson for his business. Certain online prospecting techniques will also need to be studied because they not only save time in unnecessary calls but also limit the costs associated with these actions.
Concerning hot prospects, they generally depend on the direct network of the entrepreneur: this can be, for example, contacts linked to personal or professional acquaintances, family contacts, etc. In this case, the business manager will have to show real regular involvement in prospecting his own network: all opportunities are good to publicize his company and try to best meet the needs of his prospects, especially if those – they have been recommended to you or are close to you.
Of course, such an approach may seem “easier” in the short term, but in truth, it is a question of making a regular effort to take advantage of this type of prospecting: participation in business or entrepreneur clubs, forums on the same sector of activity, multiplication of meetings with its network, etc. A one-off meeting will obviously not have the same effect, so you have to be able to be present and sell your business on all fronts to reap the benefits.