How do you find the right people to sell to?

1 Define your target market

Before you start looking for prospects, you need to have a clear idea of who your target market is. Who are the customers that need your product or service, have the budget and authority to buy it, and are likely to benefit from it? You can use various criteria to segment your market, such as industry, location, size, revenue, pain points, goals, and challenges. You can also create buyer personas, which are fictional representations of your ideal customers, based on research and data. Defining your target market will help you focus your prospecting efforts and tailor your messaging.

2 Use multiple sources

Once you have defined your target market, you need to find out where they hang out online and offline. To generate a list of potential prospects, you can leverage multiple sources such as social media platforms, online directories and databases, referrals and recommendations, and events and trade shows. For instance, on social media platforms like LinkedIn, Twitter, Facebook, and Instagram you can search for keywords, hashtags, groups, and influencers related to your niche. You can also access contact information, company profiles, and industry insights of your prospects from online directories like Crunchbase, ZoomInfo, and Lead411. Additionally, referrals and recommendations from your existing network of customers, partners, colleagues, and friends could introduce you to new prospects or endorse your product or service. Finally, events and trade shows provide an opportunity to meet and network with your prospects in person while exchanging business cards and showcasing your value proposition.

3 Qualify your prospects

After you have generated a list of potential prospects, you need to qualify them to determine if they are worth pursuing. There are various methods for qualifying prospects, such as BANT, CHAMP, and GPCTBA/C&I. BANT stands for Budget, Authority, Need, and Timing and helps you assess the financial resources, decision-making power, problem or goal, and urgency of a prospect's situation. CHAMP stands for Challenges, Authority, Money, and Prioritization to identify the pain points, stakeholders, budget, and importance of a prospect's needs. GPCTBA/C&I stands for Goals, Plans, Challenges, Timeline, Budget, Authority, Consequences and Implications to understand the objectives, strategies, obstacles, deadlines, resources, influencers risks and benefits of a prospect's situation.

4 Reach out with value

Qualifying prospects is a necessary step for sales prospecting success. Once you have identified the right people to sell to, you need to reach out to them with a personalized and relevant message that demonstrates your value and builds trust. You can use various channels to do this, such as email, phone, and social media. For example, when sending an email, craft a concise and compelling subject line, introduce yourself and your product or service, highlight the benefits and outcomes for your prospects, and include a clear call to action. When making a phone call, use a script or checklist to guide the conversation, introduce yourself and your product or service, ask open-ended questions to uncover your prospects’ needs and challenges, and propose a next step or meeting. On social media, send a direct message or connection request, compliment your prospects on their content or achievements, share valuable information or insight, and suggest a follow-up or conversation. By following these tips, you can improve your chances of finding and reaching out to your ideal prospects and moving them along the sales funnel.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?