Generating leads is one of the biggest and most important challenges in running a successful business. Perhaps more important, however, is turning those leads into prospects. A lead is typically someone who has given some basic indication that they are interested in your product but has yet to directly engage with your business. A sales prospect, on the other hand, is someone who has moved beyond one-way communication and has chosen to reach out in some way. This two-way communication indicates a real likelihood of buying potential from the now prospect and thus they should be communicated with slightly differently than a mere lead. Let’s, go over prospects in more detail and talk about some strategies for turning those prospects into sales.
A prospect is a potential customer who has shown a genuine interest in your product; have responded positively to either a call, an email, or other piece of correspondence that you have initiated. This basic acknowledgement of interest is enough to signal that they have a much higher chance than other leads of becoming a customer. This two-way communication is the defining characteristic of a prospect.
As they are now distinct from a prospect, you should approach them differently. If a prospect qualifies, i.e. they fit the specific, pre-determined criteria that makes them a match for your business, then the next objective is to try to close the sale.
The crucial element at this stage is walking the fine line between being persistent and being annoying. Persistence and tenacity are great attributes to possess and it has proven then being persistent with potential clients can indeed deliver sales, however, being too keen or overbearing can also drive them away if they are not given the space to make up their own mind.
This is where it pays to know as much about the lead as possible so that you can tailor your approach to their unique situation. Some factors to consider might be: How much they know about your product, what their budget is, whether they would appreciate a proposal being made to them directly. Answering these questions before reaching out is essential to making an informed decision when it comes to managing your level of interaction with your sales prospects.
Keeping all of these things in mind will hopefully allow you to better tailor your approach to both your sales leads and your sales prospects. Keep track of who interacts with your marketing material and make a note of all those to take the time to contact your company directly; this is the sign that they’ve moved from lead to prospect and are ready to be approached with a more personal touch so that the sale can be closed.