What Is the Importance of Prospecting?
The goal of prospecting is to identify and contact potential customers. This is primarily done on the basis of a certain similarity or match with existing customers. Accordingly, with a high profile similarity, the probability that a contract will be signed increases.
The overriding purpose of prospecting is therefore the initial contact and the introduction of new and sales-relevant potential customers. Depending on the information density and profile, the status of a prospect and the associated marketing effort can vary.
The following prospect groups can be observed accordingly:
Group 1: Hot Prospects (Sales Qualified Leads)
Prospects with an immediate need and background knowledge of the company's own solution. Here, the company can start directly with consulting by a sales representative, since there is an acute need.
Group 2: Warm Prospects (Marketing Qualified Leads)
Prospects with a future need. Here there is an opportunity to provide today's prospects with further information so that they can become tomorrow's hot prospects.
Group 3: Cold Prospects (Leads)
Prospects with a need that is still unclear. This group is still a long way from being contacted by sales and is just now coming to terms with their own need. A lot of clarification work is still needed here.
These three groups already show the different efforts that are necessary to sell a product or service to the contacts without much analysis.