Not all prospects are created equal
We sometimes think that anyone who could potentially purchase our product or service is a prospect.
How do we determine who we should target? Warm leads are far preferable to cold ones.
A cold lead does not know who we are or the service or product we provide. A warm lead is a prospect who has shown interest in our product or service by providing their contact information or who has been referred to us.
Are we screening potential prospects based on their willingness to pay for value, the size of the opportunity, their location, or the potential for new market penetration?
Here are some questions that can help to target appropriate prospects:
- Do we really understand our niche in our industry? What are we exceptional at?
- Who are our best clients today? How did we find them?
- Why do our best clients like to do business with us?
- Are we starting something new? If we’re in startup mode, we may not know how we compete with other options. In this situation, casting a broad prospecting net may be appropriate until we more clearly establish our value proposition.
- How can we stand out relative to our competition? General brand marketing is very important. It should support our value proposition and corporate values.
- How can we stand out relative to our competition? A warm lead is always more valuable than a cold lead. How can we leverage our relationships in our industry or geographical area to facilitate introductions, creating a “warm” lead?
What have you implemented to become more exact in your prospecting activities?
Don’t forget that current clients may be the best opportunity for timely increased sales.
