How to grow your training organization in 5 steps
Posted: Mon Dec 23, 2024 9:51 am
Welcome to this new article on prospecting: here, we will explain how you can prepare your strategy, actively seek out your future customers and start canvassing. By the end of reading it, your prospecting campaign will be ready!
Before we start, have you had a chance to read our guide on building a customer database ? Don't panic, you can read it after this one to enrich your new database in real time. Let's go, let's go looking for new business opportunities!
Prepare your prospecting plan
Before you start, it's better to get organized! Indeed, without convincing arguments or presentation of your offer, you will quickly be ignored... In addition, your teams need a prospecting plan to operate in a coherent manner and not be company phone number malaysia overwhelmed by the unexpected.
Organization and planning
No operation without a plan! Here is the list of questions that he must be able to answer:
1- Objectives . Why do you need to prospect? Gather your sales and marketing staff for a brainstorming session ! Define your objectives, analyze your past experiences (what worked and what didn’t) and share all your spontaneous ideas to bring your prospecting plan to life.
2- Targets . Who do you need to approach? Define one or more population segments using criteria such as gender, age group, financial/geographic/family situation, interests, language spoken, etc. You will limit wasted efforts (such as selling swimming pools in Dunkirk).
Drawing of a meeting to prepare a prospecting plan
3- Message . What tone should you use for your sales prospecting? Write your copy strategy (introduced by the multinational Protec & Gamble ): promise, proof, consumer benefit, tone of the message, slogan or key phrase.
4- Budget . How much money is available? By keeping this amount in mind, you will be able to choose the appropriate prospecting methods .
Illustration of a man evaluating his prospecting plan
5- Operations . What prospecting actions have you selected? We list various examples below. Once you have made your choice, all that remains is to plan their progress in a retrospective schedule , which will serve as a guideline for your teams: who does what, when?
6- Performance . How to measure the results of your prospecting (and prove to the boss the success of your plan)? Thanks to KPIs! There are so many performance indicators specific to each operation that we have an article dedicated to them.
Now that you have the basics, it's time to put the plan into shape (PDF, Powerpoint, notepad... We won't judge your habits!). But wait before you start! Read the rest of this article first: we still have things to show you!
The prospect sheet
Let's start with the most important: the prospect sheet . This allows you to store information on your (future) potential customers and to better identify the population segments sensitive to your offers: your marketing targets. Designed on Excel or with your CRM, it will accommodate the data collected on your leads. You can include all the fields relevant to your activity. Here are some inspiring examples to build your model:
Industry : Offer your product or service that best meets the prospect’s needs.
Position in the company : try to contact the decision-maker directly , or ask for him/her to be included in the discussions as quickly as possible.
Competitive solution : If the contact uses one of your competitors, you can emphasize your distinctive point or offer a comparative quote.
Drawing of a meeting between salespeople
Objectives : understand the prospect's needs in order to come back to them with a tailor-made proposal .
Engagement Level : Allows you to quickly gauge interest in your product/service. An interested person must be called back more urgently than a cold lead! This way, you limit wasted time.
Sensitive arguments and conditions of purchase : during the first exchange, you will probably identify which arguments attract your prospect's attention or the conditions necessary for a purchase. Note them down to come back to him with an attractive proposal.
Prospecting media
Depending on the prospecting methods chosen, you will need to create documents, presentations, visuals, etc. Maybe even organize an event. These materials must be ready before the canvassing and are intended to complement your prospect files. Here is a non-exhaustive list of prospecting materials to plan for:
Before we start, have you had a chance to read our guide on building a customer database ? Don't panic, you can read it after this one to enrich your new database in real time. Let's go, let's go looking for new business opportunities!
Prepare your prospecting plan
Before you start, it's better to get organized! Indeed, without convincing arguments or presentation of your offer, you will quickly be ignored... In addition, your teams need a prospecting plan to operate in a coherent manner and not be company phone number malaysia overwhelmed by the unexpected.
Organization and planning
No operation without a plan! Here is the list of questions that he must be able to answer:
1- Objectives . Why do you need to prospect? Gather your sales and marketing staff for a brainstorming session ! Define your objectives, analyze your past experiences (what worked and what didn’t) and share all your spontaneous ideas to bring your prospecting plan to life.
2- Targets . Who do you need to approach? Define one or more population segments using criteria such as gender, age group, financial/geographic/family situation, interests, language spoken, etc. You will limit wasted efforts (such as selling swimming pools in Dunkirk).
Drawing of a meeting to prepare a prospecting plan
3- Message . What tone should you use for your sales prospecting? Write your copy strategy (introduced by the multinational Protec & Gamble ): promise, proof, consumer benefit, tone of the message, slogan or key phrase.
4- Budget . How much money is available? By keeping this amount in mind, you will be able to choose the appropriate prospecting methods .
Illustration of a man evaluating his prospecting plan
5- Operations . What prospecting actions have you selected? We list various examples below. Once you have made your choice, all that remains is to plan their progress in a retrospective schedule , which will serve as a guideline for your teams: who does what, when?
6- Performance . How to measure the results of your prospecting (and prove to the boss the success of your plan)? Thanks to KPIs! There are so many performance indicators specific to each operation that we have an article dedicated to them.
Now that you have the basics, it's time to put the plan into shape (PDF, Powerpoint, notepad... We won't judge your habits!). But wait before you start! Read the rest of this article first: we still have things to show you!
The prospect sheet
Let's start with the most important: the prospect sheet . This allows you to store information on your (future) potential customers and to better identify the population segments sensitive to your offers: your marketing targets. Designed on Excel or with your CRM, it will accommodate the data collected on your leads. You can include all the fields relevant to your activity. Here are some inspiring examples to build your model:
Industry : Offer your product or service that best meets the prospect’s needs.
Position in the company : try to contact the decision-maker directly , or ask for him/her to be included in the discussions as quickly as possible.
Competitive solution : If the contact uses one of your competitors, you can emphasize your distinctive point or offer a comparative quote.
Drawing of a meeting between salespeople
Objectives : understand the prospect's needs in order to come back to them with a tailor-made proposal .
Engagement Level : Allows you to quickly gauge interest in your product/service. An interested person must be called back more urgently than a cold lead! This way, you limit wasted time.
Sensitive arguments and conditions of purchase : during the first exchange, you will probably identify which arguments attract your prospect's attention or the conditions necessary for a purchase. Note them down to come back to him with an attractive proposal.
Prospecting media
Depending on the prospecting methods chosen, you will need to create documents, presentations, visuals, etc. Maybe even organize an event. These materials must be ready before the canvassing and are intended to complement your prospect files. Here is a non-exhaustive list of prospecting materials to plan for: