Strategic prospecting means using new-business development approaches that enhance all your other marketing and sales efforts.
For example, let’s say you have a bonus or special customer benefit that seems to be the common thread helping you close sales. Strategic prospecting means you would make sure all your marketing and advertising prominently communicates that bonus or benefit to prospects.
In fact, if you make that bonus or benefit the cornerstone of your marketing effort, you could easily have twice as many prospects… and close many more sales than you are now — because you’ve ‘pre-sold’ them with your prospecting effort.
Strategic prospecting also means that generating leads — who can later be converted into buyers — needs to be a continual, consistent process… not just an emergency effort when you desperately need more business.
This ongoing lead generating is especially difficult for consulting businesses, one-person businesses and other kinds of businesses that must stop prospecting once they land a new client or customer… in order to deliver the work.
It’s a vicious cycle, this constant stopping-and-starting.
But there are ways to prospect continually, not only so you generate potential new clients, but also so you build momentum and ‘leading expert’ status in the marketplace.
Another benefit to daily prospecting occurs when you invest in prospecting beyond what your industry “norm” has always been — when you find a new way to reach and communicate with your ideal prospects that’s different from what your competitors are doing.
Why get better at prospecting the same way everyone else does when “getting better” will improve maybe 5% to 10% — at most — upon what others have already refined?
Try something new and different, and suddenly you become a helicopter soaring over the competition — doing 25% to 500% better in your prospecting efforts.
See the difference? Strategies from outside your industry can provide tremendous pedal power.
In my next blog post, we’ll dig into strategic prospecting in earnest by discussing how to begin looking for these prospects — including who to look for, where to find them, how to communicate with them and more.
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Finally, feel free to comment on what you’ve read so far. Are you beginning to think differently about prospecting and lead generation? Tell me by leaving a reply below.
Until next time,