Prospecting, essential in the business context, refers to actively identifying and seeking new potential customers or business opportunities. This key activity in sales and marketing strategies consists of systematic actions to contact and establish relationships with potential customers interested in a company's products or services.
The purpose of prospecting is to generate sales opportunities and expand the customer base, enabling growth and achievement of business objectives.
There are several ways to carry out prospecting, from databases of potential customers to taking advantage of events and trade fairs for direct contacts. In the digital world, social networks and digital media are crucial to reach wider and more specific audiences.
Lead generation is fundamental in prospecting. These leads are potential customers interested in the company's products or services. Through effective marketing campaigns and attraction strategies, the attention of these leads is captured and they become prospects, and eventually customers, through proper follow-up and nurturing. Communication plays an essential role in prospecting. Sales and persuasion techniques are used to present to potential customers the benefits and features of the products or services offered.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.