A comprehensive marketing program should include customer prospecting. By segmenting your market niche and directing touch points toward customers in the same demographics as your existing markets, you can boost your sales team’s overall success, and drive your business’ growth.
Customer prospecting is part of the customer acquisition process, whereby the communication touch points in your marketing program are designed to draw in new business. Prospecting programs should utilize consumer data to selectively target potential customers within the neighborhoods of your existing customers. With a company branded customer prospecting program in place, you can expect to benefit in three ways:
- Higher sales – As with any active marketing program, when you take a proactive position with customer prospecting to solicit new leads, you’ll increase your sales potential. And with the advantages of using variable consumer data, you’ll target consumers who are more likely to need your products and services.
- Decreased costs – Often, businesses can become so focused on advertising as a means to generate new business that marketing and lead generating through other avenues is neglected. Customer prospecting often costs less than some traditional forms of advertising, and using both forms simultaneously can produce better results.
- Customization – With direct mail customer prospecting programs, you can customize the marketing materials that you send out, so that each one is personalized to the recipient. Additionally, customization provides a unique opportunity for businesses to utilize these materials to build brand awareness. You should always communicate a consistent brand across media and utilize your company logo, colors, slogans and tag lines. By personalizing the media for each salesperson and customer service team member, you’ll be able to brand your business from the initial touch point with each potential customer through to closing the sale.
Get the advantages that customer prospecting offers, and contact Continuity Programs today. We’ll walk you through how our neighborhood prospecting programs work, and get you started on the road to increased sales. In an overall sense, Continuity Programs works hard to provide companies with personalized marketing, and we can make sure your company has consistent branding across a wide range of media.
Customer prospecting image via Shutterstock