The Best Prospecting Tactics Today's Sellers Need

A lead generating strategy is the overarching plan, but prospecting tactics are specific actions taken to develop more business. Specifically, strategy focuses on long-​term vision and the resources needed to carry out the mission. While tactics are the short-​term, adaptable activities that lead to immediate results.

The primary differences are in the scope and adaptability they each bring to the task. Strategy is wide-​ranging and difficult to change once implemented. However, tactics are infinitely adjustable and can adapt to the situation at hand.

Your Prospecting Tactics Create the First Impression

Contributing writers at Zendesk Blog have gathered a wealth of ideas to show you how to harness the power of prospecting. Patrick Grieve walks you through a comprehensive “beginner's guide,” complete with sample email content. Meanwhile, Molly Murphy assembled “7 Prospecting Techniques” that help leverage your relationships in today’s bustling business world.

Together, these ideas and concepts will help you get prospecting right. Murphy is quick to point out that while prospecting, you are the customer’s first impression of your brand. This initial contact “could win a lifelong customer — or drive the prospect away for good”.

Prospecting Requires One-​to-​One Engagement

Grieve’s prospecting primer details the contrast between lead generation and prospecting. Both occur at the start of the sales process, but prospecting is squarely in the sales wheelhouse. It’s a manual process that’s more time- and labor-​intensive than the one-​to-​many approach of lead generation.

Further, there’s a distinction between outbound prospecting tactics and those used for inbound sales. The outbound approach demands proactively contacting potential customers to make a case for your product. Inbound needs compelling content and promotions to entice the buyer to reach out to you.

Mastering the art of prospecting gives you the opportunity to close more deals. According to a RAIN Group study, top performers secure meetings with nearly half of their target contacts. The same study showed that over 70 percent of buyers WANT to hear from sellers early in the buying cycle.

Outbound prospecting tactics

• Cold calling is an unsolicited call to a prospect that you have reason to believe may need your service or product. “Smiling and dialing” is an ageless form of prospecting.
• Cold emailing is very common, and reps use a variety of strategies to make their subject lines and messages stand out.
• Social media prospecting, utilizing sites such as LinkedIn, can help you contact decision-​makers and those influential in the purchasing network. 

Sharpen Your Prospecting Tactics Through Proven Techniques

Concentration is the best word I know to describe Murphy’s advice on beginning the process. It’s a two-​pronged approach:

1. Schedule regular prospecting time

Choose the time of day when you have the energy and clarity for cold contacting. Consider also, the time that your prospect may be reachable. At least one session per week is recommended. Set a meeting goal and add mini objectives to stay motivated.

2. Leverage your connections

Digging into your personal and professional contacts with an open mind to who could use your service is groundwork. Leaning into existing relationships where there is trust and credibility can speed the process. Remember to quote your delighted customers or to ask for referrals where appropriate.

Customer segmentation

A divide and conquer strategy led to this prospecting tactic. Splitting potential customers by size, product preference, interests, or values lets you tailor your prospecting techniques to each group. This saves time and helps you make multiple contacts with similar messages.

Choose your buyer’s favorite channel

Skate to where the puck is inspires this prospecting tactic. Knowledge of your prospect allows you to speak their language in their preferred medium. Younger generations are resistant to phone calls. Social media and texting can be a low-​pressure outreach.

The Zendesk articles provide well-​reasoned arguments and insight for adopting the best prospecting tactics for your continued success. Spend 30 minutes to learn new ways to put all that customer data to good use.

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