Proforma founder Greg Muzzillo served on a discussion panel at the 2012 Advertising Specialty Institute (ASI) Show in Orlando, Florida. Speaking to hundreds of distributors, Greg Muzzillo discussed the importance of prospecting to grow a business’ customer base.
When searching for new clients, business owners must tailor their communication methods for the three different types of prospects. They should utilize networking and cold calling to connect with “cold” prospects that are unfamiliar with their business. In addition, business owners can build brand awareness by creating public relations ad campaigns that target these specific customers.
Businesses can connect with “warm” prospects, which have expressed some interest in their company, through phone conversations or scheduled meetings. To maintain a warm prospect’s interest and cultivate a closer relationship, businesses should develop a direct-mail campaign to target this type of potential customer on a regular basis.
The final stage of prospecting involves closing the deal. “Hot” prospects are ready to buy and want to view a sales pitch. At this stage, business owners need to show potential customers concise and transparent sales presentations.