Prospecting – Where’s the gold?

Submitted by Mitch Seigel on Tue, 4/24/2013

If I had all the answers to this question I most likely would not be writing this blog! That being said, let’s go with the averages and a lot of common sense.

When I first got into the advertising industry thirty five years ago, I asked the same question of mentors and managers, “where do I go to prospect?” I got the same answer I will give you. There is no one place that has all the leads that will eventually all become business. Because of the differences from one business to another and one situation to another, your sales will come from a variety of sources.

So what do you do? You can definitely narrow the odds if you really understand the products and/or services you are selling, and who the most targeted consumers of those services and/or products would be. Once you have a good pulse on that, you need to figure out where those prospects are located, and determine who the decision makers are for purchasing from you.

Then it’s perseverance and intestinal fortitude that wins over anything. I can’t say that enough. The person who stays in touch with the decision maker, being persistent without being aggressive, is the person who wins the account.

Another source of increasing business is with your current accounts. On two fronts; buying deeper into your product lines, and also giving you referrals to other businesses.

Often an account buys only one of your products when you actually have three or four to offer. It is your opportunity to present compelling reasons for that account to increase its investment with your company.

All too often we forget or are afraid to rock the relationship by asking your clients for referrals. If they are happy with your services they would be more than willing to provide you with names of those businesses who may also be interested in your help.

However you decide to prospect, keep a positive attitude. Each prospecting source will not work. If you know that going in, it should allow you to approach sales in a realistic way, and you will, in the end, be that much more successful.

What are your challenges when it comes to prospecting for new business? I look forward to hearing your comments. Until next time…