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It may seem counter-intuitive, but the focus of prospecting should not be making sales. Your focus must be on establishing a relationship with as many prospects as possible. Opening the relationship comes first. Once you make contact with a prospect, you need to convince him or her to schedule an appointment or listen to your sales pitch. Sales are important, of course, and you should go into each dialogue with the goal of selling your product or service. Even if you do not make the sale, though, you should still seek to keep the relationship open. That prospect may need your product or service later, and if you continue to touch base, he or she may think of you before contacting anyone else when the time comes. Prospects typically respond better when they feel they are being served rather than sold to. Feedback lets your prospects know that you are interested in their needs and wants. Stay engaged through social media. Post frequent updates to your blog and social media pages, and respond to inquiries and comments made through those sources. Send surveys. Prospects are generally more willing to respond to short surveys, but they may respond to a long survey if there is a reward or the chance of a reward at the end. For instance, filling out a survey may enter the prospect in a drawing for cash or a gift card. Regardless of the length, though, sending surveys sends the message that you want to know how you can improve to meet customer needs. Even if your prospect is actually a large company instead of an individual, you will probably speak with the same individual at the company each time you call or write. Establishing a positive relationship with your contact at the company is important. At minimum, you need to know his or her name and keep your conversations both friendly and professional. If necessary, take notes after each conversation with your contact so that you can pick up where you left off with the next call. The contact you establish a relationship with may not make the final decision, but he or she will have some input. Creating a favorable opinion with your initial contact will improve your chances of a receiving a positive recommendation. Once you've started a relationship with a prospect, you need to nurture that relationship so that it continues to grow. The idea is to eventually convert your prospects into loyal customers. Follow up with each prospect on a regular basis. Send "thank you" notes and e-mails. Pass along surveys and copies of your newsletter. Touch base with those who have bought from you in the past to find out how satisfied they are with your product or service.
Focus on the relationship. Encourage feedback. Address your contact by name. Nurture the relationship.