1. Define a Prospecting Plan
Before embarking on prospecting, it is essential to set concrete objectives, such as a sales target or a number of new accounts to open. Next, define your target audience by determining your buyer persona: what type of customers should you target? Individuals, microbusinesses, start-ups, SMEs, or large accounts? Which sectors should you focus on? Which geographical areas should you prioritize? These points are essential for building a solid prospecting plan, which will serve as a roadmap for your sales team.
2. Select the Right Communication Channels
There are many channels for finding prospects: in the field, by email, via social media, by phone. Depending on the product or service sold, a company may favor a certain channel or opt for a multi-channel approach.
For example, a B2C insurance company will be more effective with telephone prospecting, while an automotive equipment manufacturer will be more successful in reaching its prospects by meeting them directly in the field.
3. Choosing the Right Timing
Some studies show that Mondays should be avoided for prospecting, as prospects are often busy preparing for their week. Wednesdays and Thursdays are generally the best days.
The 11 a.m. to 12 p.m. and 4 p.m. to 5 p.m. time slots are interesting because employees are less productive at these times. The key to success lies in perseverance: salespeople must repeat their calls several times without getting discouraged by the first refusal.
4. Work on the Sales Pitch
The sales script is an essential foundation for successful prospecting. Developed in collaboration with the marketing department, it lists the sales arguments, strengths, and weaknesses of the product or service, and defines the tone to be used.
This pitch must be adapted to the target audience to show that the salesperson knows their contact and their needs. The scenario should be used as a guideline rather than recited verbatim.
5. Build a Relationship with Prospects
To avoid prospecting being perceived as intrusive, it is a good idea to establish a gentle initial relationship with the prospect. Ask a mutual contact to introduce you, or start building a connection on social media, for example by adding the target person on LinkedIn with a personalized message or commenting on one of their posts.
6. Take care of your follow-ups
Follow-up is a discipline in its own right in prospecting. It allows you to nurture the relationship with the prospect before converting them into a customer. Vary your communication methods (phone, email, mail, social media) and focus your follow-up on the prospect's needs.
Avoid harassing your contact by spacing out your follow-ups and remain open to a "no" in order to maintain a good relationship, even in the event of a refusal.
7. Be a True Role Model
A good salesperson doesn't just sell a product or service; they provide concrete solutions to their customers. Be available at every stage of the sales cycle, and even afterwards, to support and advise your customers.
A satisfied customer can make recommendations, which helps expand your portfolio through word of mouth.
8. Use the Right Tools
A CRM (Customer Relationship Management) system is essential for saving time and increasing efficiency in prospecting. It allows you to centralize all information and data relating to prospects and customers on a single platform, thereby facilitating customer relationship management.
Tools such as HubSpot are particularly useful for building and tracking a database of customers and prospects.
9. Prioritize warm calling over cold calling
Cold calling, which involves contacting large numbers of unknown prospects, has a low conversion rate and can discourage sales teams.
Warm calling involves contacting prospects who have already shown an interest in the product or service (downloading a white paper, requesting a quote, commenting on social media). This approach ensures a more positive response when making contact.
10. Show Empathy
Empathy is a powerful tool in prospecting. It allows you to clearly identify prospects' expectations and provide them with the best possible service. During initial exchanges, actively listen to your conversation partner rather than touting the merits of your offer.
This active listening will then enable the sales pitch to be tailored to the prospect's challenges.
Conclusion
Sales prospecting has evolved considerably in recent decades, with the emergence of new methods and AI to make salespeople's daily lives easier. With the right methodology, prospecting becomes a real business driver for companies and a stimulating challenge for teams.
