Prospect Us!

I LOVE my wife! Not only is she a beautiful person, woman, mom, wife, a great cook … but she is also a marketer’s dream! I’ve learned more from watching her buying habits and tendencies, than from any of my college, or industry courses throughout the years. With the introduction and chatter about the iPhone5 this week, she is looking at her upgrade options for a new phone. She doesn’t “need” a new phone, she “wants” THE new phone.

My wife is Not a Prospect, she a customer to upgrade. I have seen very few companies do a reasonable job prospecting consumers like my wife. Prospecting is often viewed as a long, dull process with a very heavy draw on ROI. I don’t know anyone who likes to do it and the successes are too often arbitrary. However, amidst a successfully run prospecting campaign, the rush produces an intense strengthening of “team” and employee self-esteem!

How can that be?” you ask. “Prospecting campaigns are usually based on short-term sales contests.” Remember, I said successfully run! If prospecting is just a one day campaign when the phones are slow or order count is down, the strategy is too ethnocentric. By that I mean, it is focused on the individual or organization, rather than the prospect. Prospecting should be the SOP within your business … everyone, everyday … tracked over time – weekly, monthly, quarterly, etc. Synchronize teams, coordinate marketing campaigns, developed course of action upon success to build reasons for prospects to become customers.

Whether you are prospecting a new product, service, or marketplace, start out by establishing timeframe for the campaign, along with goals and expectations to measure success. Format your teams and procedures, and coordinate offers and promotions. Be sure to establish tracking methods to acknowledge prospects that move over to customers, and the offer that drew them in. Gathering this information at the outset will assist in developing successful offers in the future. Your market will hand you the development opportunities if you listen to what your customers and prospects have to say!

So prospect us in an intelligent manner to elevate your business, employees, and your customer’s opinion of your organization!

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