Finding new clients is vital for your business. Simple enough in principle, but in real life, easier said than done. Attracting prospects, retaining customers, and building loyalty: these are the key challenges businesses face today. So, what exactly are the keys to successful commercial prospection?

Boost your sales reps’ motivation for performance

As Action Co explains on its website, your sales representatives are hunters. They want to win, and they need those wins to stay motivated. CRM software (i.e., Customer Relationship Management software) offers a comprehensive view of the weaknesses and strengths of your teams. It should not be construed as a means to “spy” on them, but rather as a tool to help sales representatives reach, or even exceed, their sales objectives. Thanks to the centralized data of the CRM software, reps can focus on customer satisfaction, ongoing business opportunities, or closing deals, etc. For more details, take a look at our article on CRM uses.

Customer journey: a global approach

Your consumers’ expectations evolve constantly. Customer contact points are multiplying. Your challenge: don’t let yourself get scattered in your communication with your customers! You have to understand your customers’ journey as a whole. You don’t need to manage every single detail: that’s what your marketing teams are for.

Do your customers use several communication channels? Understand how and why. Do 70% of your potential customers not check out their cart? Target them again a few days later to make sure they don’t forget you. In other words: adapt your opportunity detection mechanisms to the behaviour of your targeted customers and prospects.

Enhance your customer intelligence

To gain and retain a customers, what better than personalized interactions? To be able to do that, you need to collect information on them. However, do be sure to only store data that is genuinely valuable (to learn more on this, you should read our article on the  General Data Protection Regulation, aka, GDPR). This will give you a 360° view of your customers. A great way to know your business portfolio in real time.

Target your prospecting actions

By centralizing your customer and prospect data within in a CRM solution, you can easily segment the database based on the different types of customer profiles. This enables you to send the right message, to the right person, at the right time (yes, the never-ending issue of customer relationship personalization). Your commercial prospection actions will be all the more efficient.

It will come as no surprise, then, that detecting new opportunities is the crux of the matter. So what do you do to boost your commercial prospection?


To go further

Arm your sales forces with a CRM to increase sales productivity 

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