Prospecting, always up to date?

Prospecting involves a company looking for new potential customers. This comes in a process of conquest, with “prospects” identified by defined criteria. There are many forms of exploration for all sectors of activity. Telephone canvassing, for example, is a widespread form of prospecting. Each method of prospecting has different advantages and disadvantages but all have one thing in common. The finality. Namely, to expand its network of customers, to offer its goods or services. Today, prospecting is still evolving, through well-worked and effective strategies.

Capturing the attention of prospects, the issue of prospecting

For a company that wants to work on its business development, the challenge is to build its strategy. Its angle of attack is essential to reach the right people. Prospecting requires considerable preparation work, which is based on solid foundations. There are many existing prospecting channels for companies. Direct mail, teleprospecting, door-to-door advertising or trade shows are all an opportunity to present its services to potential customers. There are even new methods of prospecting, which are more in line with technological developments. Like prospecting via social networks, by creating a page dedicated to the brand, or the use of artificial intelligence. The Bordeaux-based company Blacksales has made the latter technology an effective prospecting tool. A virtual prospecting assistant focused on BtoB, which studies the profiles of prospects and their behavior.

It analyzes, according to a list of criteria defined by the company beforehand, the different potential prospects. This allows him to create a file of relevant contacts, to which he sends an email tailored to each profile. Far from a classic, impersonal and copied-pasted mail, the contact initiated by the AI is neat, and creates the link. It works continuously by analysing the data collected following the shipments (opening rate, response rate…) to adapt its strategy. It is a solution that appeals to many companies, such as Effinity, also based in Bordeaux. The latter is a platform for affiliate and partnership management. She works with large groups, approached through prospecting. In total, this new prospecting solution has already attracted more than 50 companies based throughout France. And that doesn’t seem to be going to end.

Relaunching business action, a post-COVID-19 priority

It is no secret. The impact of COVID-19 on business activity has been significant. In Bordeaux as elsewhere, the containment has sounded the stop of the activity of many activities. As many months without activity as months without new customers. This is a difficult situation for many companies, which have been directly impacted. The activity resumed since May is still gradual, but partial unemployment still leaves its mark on companies. French Tech Bordeaux then offered entrepreneurs and local leaders a webinar focused on prospecting. The main issue is how to resume a business development activity after containment. These are important issues, especially for start-ups. To find the right contacts, companies can also call on organizations such as the CCI of Bordeaux. The latter offers lists of companies for purchase, the rate of which varies according to certain criteria.

Prospecting allows companies to find new customers, whether in a BtoB or BtoC approach. From traditional advertising in magazines, on billboards or over the phone, it is ubiquitous. As the driving force behind business development, it is not ready to disappear. Not only is it still practiced, but it also develops. New solutions, like artificial intelligence, allow us to push the boundaries of contact even further. A solution that allows teams to focus on other aspects of their business…

Sources:

Blacksales, the virtual prospecting assistant “human in the loop” of BtoB sales teams.

Effinity Group

CCI Bordeaux Gironde – Qualified prospecting files / Consult or create business files / Economy and territories

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