Four Steps to Better Prospecting

By Ron Segura

I once knew an old prospector named "Terrible Tom Cat" who lived in the Nevada desert. Every time I spoke with him, he excitedly claimed that he was very close to discovering the mother lode. As far as I know, he never actually found it, but his story serves as a great example of the positive mindset we need when prospecting for new business. His level of enthusiasm was truly contagious to everyone around him.  

Can you say the same about your enthusiasm? What are your thoughts on proactive prospecting for new business for your company? 

In challenging times, it's natural to wish for an ideal customer to come along and rescue your business. Who wouldn't want a dream client to arrive like a prince on a white horse, saving you from a struggling economy and declining sales? Unfortunately, these scenarios exist only in fairy tales. There is no magical solution. 

Relying on clients to come to you is not an effective sales strategy. No matter how high-quality your service is, it's important to take control of your business growth. Being proactive, whether the market is thriving or facing challenges, is crucial for generating sales and achieving your goals. A proactive sales strategy is not just advisable; it is essential, putting you in charge of your business's growth. 

Step 1. Prospect with Enthusiasm 

Prospecting should not be seen as just another task on your to-do list; it is a priority and a crucial part of your business development that requires your full attention and effort. Don’t wait until you’ve completed everything else to start this essential process. 

Set aside a specific amount of time each day dedicated to prospecting, with a focus on securing scheduled appointments to present your offerings. I’m a morning person, so for the past 24 years, I have spent at least one hour each morning on prospecting or networking. To this day, I have never had to pay for advertising. 

Step 2. Manage Your Database with Care 

In the late 1980s, I remember creating databases using accounting ledgers and compiling all the data by hand. Today, it is crucial to leverage technology effectively. Database software is user-friendly and offers various tools for tracking information about your sales prospects, including bid dates and business details. 

Step 3. Sell Smarter  

Stay updated on your company's unique services and competitors' offerings. Make sure the benefits and features provided by your company are always highlighted. 

Stay ahead of the curve by monitoring your prospects industry trends and events. This will not only help you understand your customers' needs and preferences better but also make you feel more informed and better prepared to address any questions, objections, or inquiries from your prospects. 

Step 4. Network Strategically  

Strategic networking is the process of identifying and connecting with individuals or groups who can benefit your business. This can include attending industry events, participating in online forums, or joining professional associations. By actively engaging in these opportunities, you can maintain connections both within and outside your industry, build valuable relationships, and stay competitive in the market. This intentional approach to networking will give you a greater sense of purpose and control over your business relationships. 

Ron Segura is the founder and president of Segura & Associates, a consulting firm for contract cleaning companies as well as building managers in North and South America.